'Just a Slogan': Individualism, post-feminism, and female subjectivity in consumerist China

Thornham, Sue and Pengpeng, Feng (2010) 'Just a Slogan': Individualism, post-feminism, and female subjectivity in consumerist China. Feminist Media Studies, 10 (2). 195 -211. ISSN 1468-0777

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The past 10 years have seen a huge influx of women's fashion magazines into the urban centres of mainland China. This article explores shifting conceptions of female identity in the "new" consumerist China via an examination both of the magazines themselves and of the young women who are their target readers. Based on interviews conducted with young women in Guangzhou, the interpretive structures through which they discuss the images they found in the magazines are analysed, and the ways in which they negotiate both the identities on offer in the magazines and the contradictions between these identity positions and those experienced elsewhere in their lives. Arguing that, despite their lack of self-reflexivity, the images found in these magazines offer no greater promise of a coherent femininity than their western counterparts, it draws comparisons with the post-feminism of contemporary western popular culture through a shared loss of a specifically feminist subject position.

Item Type: Article
Schools and Departments: School of Media, Film and Music > Media and Film
Depositing User: Sue Thornham
Date Deposited: 06 Feb 2012 18:47
Last Modified: 22 Oct 2013 15:54
URI: http://sro.sussex.ac.uk/id/eprint/18354
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