Branding the post-feminist self
From Driscollwiki
Weiser-Banet, S. (DRAFT) Branding the post-feminist self: Girls' video production and youtube.
- Do not cite
Contents |
"Double function" of YouTube
Double function
- Commercial
- Vernacular creative content
Space to discuss
- "Self-branding" (Alison Hearn)
- "Entrepreneur of the self" (Nikolas Rose, 1999)
The neoliberal subject (Gill, 2007)
Sharing characteristics with the post-fem subject
- Independent
- Capable
- Empowered
- Re: Giddens, "project of the self"
Public femininity
- Performing femininity in YouTube vids
- Grisso and Weiss focus on "identity development" as "bringing into being"
- But is that over-stating the agency in gender construction?
- Identity perhaps?
Disclosure, self-expression
- "Identities in action" (Weber & Mitchell)
- Combining old + new images
- "Self-reflexive", returning to their own productions
"Post-feminism"?
- "Cultural space", feminist values engaged w institutions (McRobbie)
- "Double movement":
- Taking feminism into account, and
- Rejecting it as "dated" or "old-fashioned"
- Within neoliberalism
- "Self-branded girl ... authorizes herself to be consumed through her own self-production"
- Self-production is within brand ecology
"Who am i?" becomes "Selling oneself"
- Is this because of the use of pop artifacts?
- Pop media production (music video)?
- Is "who am i?" colonized by commercialism?
- Or is "who am i?" expressed through commercialism?
- (Not sure that the videos cited here convincingly support this claim...)
"How to be a star"
- Responses to "single ladies" video construct it as a potential site for "discovery"
- But what does being "a star" mean?
- What diff types of celebrity, popularity are of interest?
Importance of feedback
- Do iJustine and the bedroom dancers circulate in the same spaces? Do they have overlapping viewers? Are they fairly compared?
Comments
- Completely ignored
- Dismissed
- Not at all theorized
- Not considered in even lukewarm reviews of YouTube
