Start Submission

Reading: The Intersection of Neoliberal Capitalism and Liberal Feminism: Analysing the Influence of A...

Download

A- A+
Alt. Display

Research

The Intersection of Neoliberal Capitalism and Liberal Feminism: Analysing the Influence of Advertising on Public Discourse

Author:

Astala Yalnaz

Ashoka University, IN
X close

Abstract

This paper contends that the liberal feminist movement is a political project that demands socioeconomic and political rights for women, towards the ends of freedom and autonomy and through limited state intervention. However, market logic defined by neoliberal capitalism – that results in proliferating wealth for a limited economic elite – affects liberal feminism in many ways. While the growth of industrialisation and capital coincides with the empowerment of some upper-class women, these effects do not manifest unanimously across all women – especially those in the lower classes. This is because while the advent of capitalism created conditions for empowering women, it was in fact social movements that achieved rights for women. An effective analysis of this is provided by exploring trends in advertising – because it is popular mediums of communication like this that informs and draws from public discourse, rather than the more inaccessible academic discourse. Thus, in its wake, neoliberalism leaves a commercialised feminism – one that co-opts the rhetoric of social movements. As a consequence, the very nature of the liberal feminist movement as a political project is undermined by its new performative version. Importantly, one of the key ways in which discontents of women are co-opted by commercial rhetoric is one of the reasons that capitalism persists – that the solution to one’s problems lie in consumption – and the advertising industry finds innovative ways to convince us of this. The market appropriates many realms of our lives for its own ends, and the radical movements that begin as a fight against the establishment – such as the patriarchy and capitalism – are no exception.
How to Cite: Yalnaz, A., 2021. The Intersection of Neoliberal Capitalism and Liberal Feminism: Analysing the Influence of Advertising on Public Discourse. LSE Undergraduate Political Review, 4(2), pp.113–129.
Published on 31 Dec 2021.
Peer Reviewed

Downloads

  • PDF (EN)