Book chapter 919 views
Glocalization, Marketization and Politicisation: Femvertising at a Crossroad in China
Yan Wu 
Palgrave Studies in (Re)Presenting Gender, Pages: 75 - 96
Swansea University Author:
Yan Wu
Full text not available from this repository: check for access using links below.
DOI (Published version): 10.1007/978-3-030-99154-8_5
Abstract
This chapter investigates an under-researched area of Chinese femvertising via a textual and visual analysis of a selected sample of commercials released between 1995 and 2019. The chapter argues that the ideological mechanics of China’s state feminism and the global Third Wave feminist movement pro...
| Published in: | Palgrave Studies in (Re)Presenting Gender |
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| ISBN: | 9783030991531 9783030991548 |
| ISSN: | 2662-9364 2662-9372 |
| Published: |
Cham
Springer International Publishing
2022
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa60389 |
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| Abstract: |
This chapter investigates an under-researched area of Chinese femvertising via a textual and visual analysis of a selected sample of commercials released between 1995 and 2019. The chapter argues that the ideological mechanics of China’s state feminism and the global Third Wave feminist movement provide endorsement for female empowerment in marketing communication and certain aspects of gender equality in civic life without fundamentally challenging the patriarchal political and cultural system. The global influence of feminist ideas is shown as a negotiation with local political culture in Chinese femvertising practice. Traditional cultural values such as familial harmony, filial piety, self-cultivation, diligence, and perseverance modify the universal application of female empowerment on discursive practices locally. Femvertising practices in China focus on a set of codes surrounding relational female liberation, which shows a compromised effort of individual empowerment mediated by local political and cultural traditions. |
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| Keywords: |
Femvertising, feminism, advertising, China, globalization, marketization, politics, culture |
| College: |
Faculty of Humanities and Social Sciences |
| Start Page: |
75 |
| End Page: |
96 |