Postfeminist Sensibility and Cosmopolitan Magazine

In Gill's chapter about postfeminist media culture, she discusses the ways in which the "third wave" of feminism is addressed as one of the following: postfeminism as epistemological rift, as historical change, or as backlash against feminism. Instead of categorizing post-feminism as one of these three conceptions, Gill instead makes the decision to regard postfeminism as a "sensibility" which she states "...does not require a static notion of authentic feminism as a comparison point, but instead is informed by postmodernist and constructionist perspectives and seeks to examine what is distinctive about contemporary articulations of gender in the media" (254-255). To highlight what exactly this means, Gill provides the reader with various examples of the ways in which this idea is construed throughout the media, making reference to issues such as sexualization of the body in advertisements, inappropriate targeting of girls as young as five-years-old in selling "sexy slogans" and G-strings, and lastly, the difference between boy and girl magazines.

On page 257, the discussion of "lad" magazines versus "straight women" magazines really caught my attention. To quote Gill: "...in magazines aimed at straight women, men are presented as complex, vulnerable human beings. But in magazines targeted at those same men women only ever discuss their underwear, sexual fantasies, 'filthiest moments' or body parts" (257). As I read this section, I envisioned a Cosmopolitan magazine cover, always emphasizing the articles about sex on the front cover. So, I went to Cosmopolitan's website to find this:

Cosmopolitan

"The Perfect 'Do for a Bad Hair Day"
"Get Girl-Next-Door Hot"
"Blow His Mind Every Single Time"
"Naughtiest Sex Tips of the Year"

What part of Cosmopolitan could be constituted as post-feminist? While this magazine is consumed by girls as young as their early teens (perhaps even pre-teens), it negates its very purpose in presenting these stories to the public. Is Cosmo not intended to empower women? To make them more confident about their bodies, their personalities? It seems that instead, Cosmo is giving into the hegemonic structuring of gender-based society while masking these fallacies as gender empowering. I wonder what Gill would have to say about that...

What Not to Wear & Postfeminism

In Rosalind Gill’s chapter on postfeminist media culture, she presents a variety of different ways to interpret postfeminism. In short, postfeminism is a response to Second Wave feminism, stating that even though women are equal to men on paper (equal rights, equal opportunities, etc.), we are still oppressed in society. We are not truly equals, and this is what postfeminists are aiming to bring into discourse. No matter what lens you are looking through (Gill offers a theoretical-based approach, a historical approach, and an antithetical approach), it is clear that postfeminist themes of “continuing inequalities and exclusions” are showing up everywhere across different forms of media (Gill 255).

One theme from the reading that many women could probably relate to is that of self-surveillance and discipline. Women are constantly being told how to look and how to act, especially in the company of men. Even when there are not men present, women still feel the need to monitor themselves and project themselves as the “perfect” feminine woman.

If women do not adhere to this norm, they feel (or are supposed to feel) shame through humiliation (Gill 263). The TLC show "What Not to Wear" is the perfect embodiment of this theme. If you aren’t that familiar with the show, here is a clip, “Best Makeovers of 2011”, to give you a taste of the format. When you watch, pay attention to how hosts Stacy and Clinton point out the "problem" that the women have, and how a makeover is the solution.

"Frumpy,” self-conscious and insecure women are humiliated through secretly recorded footage, taught how to dress “appropriately,” made “better” through professional wardrobe, hair and makeup makeovers, and finally accepted by Stacy, Clinton, the woman’s friends and boyfriend/husband, and ultimately the rest of society. Stacy and Clinton help the women “discover” the happy, confident, ‘more successful’ versions of themselves.

This show, like other makeover programs, is a constant reminder of how women – consciously or subconsciously – are monitoring and regulating themselves to adhere to the “requirements of the performance of successful femininity” (Gill 261). If you have trouble self-monitoring, self-regulating, and adhering to societal standards, however, don't worry - Stacy and Clinton may be right around the corner ready to help put you back in your place!