Neoliberal postfeminism: a proposal for (re)conceptualization from feminist cultural studies

Abstract

Introduction. In order to preserve its economic-cultural hegemony, the neoliberal project deploys mechanisms of (self-)legitimation and neutralization of the threat posed by antagonistic projects such as the feminist one, intensely popularized in recent years. In this scenario, the rhetoric of “postfeminism” takes on particular interest as it has been usually understood as an ambiguous pro-woman and anti-feminist sensibility that resonates with the neoliberal ethos of hyper-individualism, free choice and self-management. Objectives. Although postfeminist discourse has been brilliantly dissected by authors such as Rosalind Gill, Angela McRobbie, Diane Negra and Stéphanie Genz, we propose a re-reading of postfeminism which is integrated into the games of neoliberal hegemony to preserve or renew women's consent (specifically, of those in a situation of relative privilege), as well as to deactivate feminist counter-hegemony and, at the same time, to seek the cultural, political and economic exploitation of feminism. Methodology. To this end, this paper refines the critical understanding of postfeminism from its (re)conceptualization as neoliberal postfeminism, and from the transdisciplinary theoretical-interpretative framework of cultural studies, where feminist and gender studies, political economy, political philosophy and sociology come together. Results and Conclusions. Neoliberal postfeminism constitutes an economic-cultural legitimizing device; it is articulated as a new suggestive and sexy narrative through which the neoliberal project would seek to attract women, especially the youngest ones and those in relatively privileged conditions, to identity positions and socio-economic roles that partially and perversely integrate demands for equality and independence, while greasing or, at least, not disturbing the continuity of neoliberal capitalism.