CEU Electronic Theses and Dissertations, 2011
| Author | Hathazi, Sara |
|---|---|
| Title | Selling Post-Feminism? Discourses of Femininity in American and Hungarian Print Advertising |
| Summary | This thesis is a comparative analysis of popular cultural discourses of post-feminism in two widely read women’s magazines: the American Good Housekeeping and the Hungarian Nok Lapja. In recent years, the topic of popular cultural discourses of post-feminism has received increasing attention, with some scholars viewing it as a global phenomenon. Combining feminist scholarship on gender in advertisements with theories from the field of cross-cultural advertising, I examine the ways in which the discourse of popular post-feminism is articulated in the two mediascapes. I argue that, despite numerous similarities between the advertisements in the two magazines, the representations of femininity in Nok Lapja are embedded in a very different cultural-historical and discursive context than the U.S. context, and therefore do not correspond to Euro-American discourses of post-feminism and new traditionalism. |
| Supervisor | Barat, Erzsebet |
| Department | Gender Studies MA |
| Full text | https://www.etd.ceu.edu/2011/hathazi_sara.pdf |
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