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  1. 1 Media Literacy and Academic Research

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  1. 1 T. Ligocki D.

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  1. 1 2022

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Do We Dare Question Kindness? The Commodification of Becoming a Strong, Kind Female

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T. Ligocki D.
Media Literacy and Academic Research
|
2022
|
vol. 5
|
issue 1
6-27
EN
Neoliberalism and its focus on consumption, disposability, and individualism has managed to undercut ideals of female empowerment and kindness. This paper discusses the problematic approach to commercializing and incentivizing being kind and being strong, specifically as it relates to young girls and women. Through an analysis of clothing and commercials, this paper looks at the commodification of personality traits and empowerment. It is through these mechanisms that marketers commodify kindness -- it is palatable enough to sell, and just far enough away from the word feminism to not upset potential brand loyalists. By taking this soft approach, rather than working to bolster the identities of women and girls and to empower them, these companies in their commercial advertising and clothing options continue to center girls and women as consumers, while failing to challenge the dominant structures in place.
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