期刊名称：Critical Approaches to Discoures Analysis across Disciplines
电子版ISSN：1752-3079
出版年度：2013
卷号：7
期号：1
页码：82-99
出版社：CADAAD
摘要：Female empowerment, success and agency have become icons of contemporary postfeminist popular culture and especially of women's magazines. While in previous research these notions have been seen as manifestations of a new, popular feminism, more recently they have also been connected to the growing hegemony of neoliberal governance, a mode of power that ultimately aims at an economization of the social and is fundamentally exercised in and through discourse. This article seeks to contribute to the emerging body of research on the interconnectedness of these two phenomena, postfeminism and neoliberalism, by using the example of the German edition of the women's magazine Cosmopolitan. Methodologically the study draws on linguistically oriented discourse analysis. The analysis focuses on the operation of a 'discourse of postfeminist self-management' in two key domains of the magazine: work and sex. Following a multilayered examination, the study concludes that although the discourse of postfeminist self-management evokes a feminist ethos, its logic is that of neoliberal governmentality. Thus the study suggests that rather than feminist action of any kind, what is going on here is gender-specific neoliberal governance, whereby the subversive power of feminism is systematically turned into a productive force for the (self-)production of neoliberalized, entrepreneurial subjects
