CMNS 223W Quiz: Module 2 Readings

• School: Simon Fraser University
• Department: Communication
• Course: CMNS 223W
• Professor: Jody Baker

Document Summary

Advertising representations of women have become a significant part of the historical circumstances that condition women"s consciousness of everyday life (130) Paralleling advertising"s ideological shifts, the category of postfeminism" emerged in the. 1980s to designate a new generation of women who take for granted the victories secured by their elders, presuming their right to equitable treatment both in the workplace and at home, while shunning the label of feminism (130) Postfeminism describes the simultaneous incorporation, revision, and depolitcization of many of the central goals of second wave feminism (130) Commodity feminism, is a reminder that commodity relations turn the relations of acting subjects into the relations between objects. The process of turning feminism into sign values fetishizes feminism into an iconography of things (131) When advertiser"s appropriate feminism, they cook it to distill out a residue on object: a look, a style (131)