Status : Verified
| Personal Name | Cruz, Maritess D. |
|---|---|
| Resource Title | The Desiring Caring Consumeroreneur: Neoliberal and Postfeminist Entanglements in Social Enterprise Brands |
| Date Issued | June 2022 |
| Abstract | The commercial success of social enterprise brands in the country is reframing development in the popular imagination. Crucial to this imaginary are women consumers, the target market of these brands. Using Feminist Critical Discourse Analysis, the study examined constructs of women consumers that have emerged alongside the brands and analyzed them within the context of neoliberal development. A multimodal sample consisting of consumer advertisements, official narratives of the brands, and blog entries of women consumers about the brands were used as sources of data. The findings of the study converged on the desiring caring consumerpreneur who can embody both feminist and anti-feminist themes such as care and the demand for perfection, empowerment and class entitlement, and solidarity and exclusion through neoliberalism’s grammar of ethical individualism. This possibility of becoming a woman consumer exists within a historical context where women are expected to take the responsibility of making and keeping the market moral while attempting to fulfill normative feminine desires to be beautiful and fashionable. In this gendered version of the Foucauldian homo economicus, it is rational and productive to perform the normative feminine desires to be beautiful and fashionable and the normative feminine role to care, because doing so results in a payoff for the self and for the market. The neoliberalized subject is still an “entrepreneur of herself” but more moral. With the increasing feminization of the social enterprise industry in the country, the desiring caring consumerpreneur is asked to actively participate in sustainable and national development by simultaneously appealing to women’s normative caring role, aspirations of feminine beauty, and the neoliberal entrepreneurial spirit. |
| Degree Course | Master of Arts in Women and Development (MAWD) |
| Language | English |
| Keyword | : women consumers, social enterprise brands, feminine neoliberal subjectivity postfeminism, feminist critical discourse analysis |
| Material Type | Thesis/Dissertation |
Preliminary Pages
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Category : F - Regular work, i.e., it has no patentable invention or creation, the author does not wish for personal publication, there is no confidential information.
Access Permission : Open Access