Western University Scholarship@Western Electronic Thesis and Dissertation Repository 11-3-2017 10:30 AM Pitching the Feminist Voice: A Critique of Contemporary Consumer Feminism Kate Hoad-Reddick The University of Western Ontario Supervisor Dr. Romayne Smith Fullerton The University of Western Ontario Graduate Program in Media Studies A thesis submitted in partial fulfillment of the equirr ements for the degree in Doctor of Philosophy © Kate Hoad-Reddick 2017 Follow this and additional works at: https://ir.lib.uwo.ca/etd Part of the Other Film and Media Studies Commons, and the Women's Studies Commons Recommended Citation Hoad-Reddick, Kate, "Pitching the Feminist Voice: A Critique of Contemporary Consumer Feminism" (2017). Electronic Thesis and Dissertation Repository. 5093. https://ir.lib.uwo.ca/etd/5093 This Dissertation/Thesis is brought to you for free and open access by Scholarship@Western. It has been accepted for inclusion in Electronic Thesis and Dissertation Repository by an authorized administrator of Scholarship@Western. For more information, please contact
[email protected]. Abstract This dissertation’s object of study is the contemporary trend of femvertising, where seemingly pro-women sentiments are used to sell products. I argue that this commodified version of feminism is highly curated, superficial, and docile, but also popular with advertisers and consumers alike. The core question at the centre of this research is how commercial feminism—epitomized by the trend of femvertising—influences the feminist discursive field. Initially, I situate femvertising within the wider trend of consumer feminism and consider the implications of a marketplace that speaks the language of feminism.