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    Critical feminist hope: the encounter of neoliberalism and popular feminism in WWE 24: Women’s Evolution

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    Authors
    Wood, Rachel
    Litherland, Benjamin
    Affiliation
    University of Chester; University of Huddersfield
    Publication Date
    2017-11-03
    
    Metadata
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    Abstract
    Scholarship has pointed to contemporary feminism’s popularity and cultural “luminosity.” While this research has highlighted the limitations of feminist politics in a context of neoliberal individualism, this paper seeks to ask what possibilities for critiques and transformation of gender inequalities might be enabled by feminism’s visibility in neoliberalism. Using a framework of critical feminist hope, we highlight that capitalism’s embrace of feminism inarguably limits its political scope, but it may also open up opportunities for new forms of representation. To illustrate this, the paper analyses WWE 24: Women’s Evolution, a “brandcasting” documentary made to mark the rebrand of the sport entertainment promotion’s women’s division in 2016. While never naming it directly, the documentary draws heavily upon the signifiers of popular feminism. Although this mobilisation is often highly limited, a critically hopeful feminist reading allows us to move beyond dismissing this text as an example of feminism’s “cooptation” by neoliberalism. We highlight the documentary’s scathing critique of past failings in the representation and treatment of women performers, and, more importantly, the way feminism is used to make the case for corporate re-structure and change.
    Citation
    Wood, R., & Litherland, B. (2017). Critical feminist hope: the encounter of neoliberalism and popular feminism in WWE 24: Women’s Evolution. Feminist Media Studies, 1-18. https://doi.org/10.1080/14680777.2017.1393762
    Publisher
    Taylor & Francis
    Journal
    Feminist Media studies
    URI
    http://hdl.handle.net/10034/621006
    DOI
    10.1080/14680777.2017.1393762
    Additional Links
    https://www.tandfonline.com/doi/full/10.1080/14680777.2017.1393762
    Type
    Article
    Language
    en
    Description
    This is an Accepted Manuscript of an article published by Taylor & Francis in Feminist Media studies on 03/11/17, available online: https://doi.org/10.1080/14680777.2017.1393762
    EISSN
    1471-5902
    ae974a485f413a2113503eed53cd6c53
    10.1080/14680777.2017.1393762
    Scopus Count
    Collections
    Social and Political Science

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