Subversion, postfeminism and masculinity in Bad Bunny’s music

Abstract

Introduction. The music genre reggaeton has become an international phenomenon in recent years. With songs with feminist messages and videos that break with gender norms, the new reggaeton distances itself from its masculinist and hegemonic beginnings. However, this feminist reggaeton rebranding is also accompanied by misogynistic lyrics and sexist videos. Objectives. The purpose of this paper is to analyse this complicated and contradictory panorama using Rosalind Gill's concept of 'postfeminist sensibility'. The idea of 'postfeminist sensibility' allows for the analytical study of the intertwining of feminist and anti-feminist sentiments in popular culture. Methodology. To explore this, this paper focuses on the figure of Bad Bunny. The aim is to examine the post-feminist discourses that frame his music with a methodology of critical discourse analysis of a selection of 5 songs and videos by the artist. In this corpus, the elements of postfeminist sensibility that underpin his music and the construction and representation of men/masculinities in relation to women/femininities are analysed in depth. Results. As results of the analysis, in his music and persona we find: 1) a subversion of gender; 2) a deconstruction of hegemonic masculinity; and 3) a representation of women as empowered subjects with sexual agency. This goes hand in hand with a reiteration of macho and masculinist values. Conclusions and discussion. A post-feminist masculinity represented by Bad Bunny emerges by hybridising hegemonic values, while incorporating feminist ideas in his discourse. Despite the apparent feminist turn of the genre, there is still a misogynistic undertone that continues to frame reggaeton music. However, it is worth noting that the incorporation of progressive ideas in lyrics and videos may symbolise an opportunity for transformation in reggaeton.