"I'VE LEARNT TO LOVE MY BODY WITH ALL OF ITS FLAWS": ON POSTFEMINISM AND FEMVERTISING IN INFLUENCERS' DISCOURSE
Abstrakt
The aim of this article is to sketch how femvertising, also called "pinking" and "ad-her-tising", a concept tightly connected to the commodification of feminist ideas, works in a sphere, where it is rarely analyzed, which is influencers' branding. We analyze accounts of three Czech female Instagram influencers that use, to some extent, feminist and/or postfeminist ideas to brand themselves.
As a method, we are using feminist critical discourse analysis informed by the critical analysis of femvertising and postfeminist discourses. In the present study we conclude that the typical traces of postfeminist femvertising are also present in the influencer discourse, the traces being the individualization of emancipation or the overlapment of contradictory feminist and antifeminist positions.