The thesis examines how the logic of misogyny and post-feminism has perpetuated the negotiations of femininity in digital environments. Employing thematic analysis, the study explores online depictions of the phenomenon Not Like the Other Girls in order to explain its relation to internalized misogyny. The data has been formed as a case study of Instagram #Notliketheothergirls and Reddit - r/notliketheothergirls. The result of the analysis unveiled the expression of traditional notions of femininity and post-feminist ideas and be found, resulting in a paradoxical idea of femininity. Moreover, the method has developed three central themes repeated within the data around the phenomenon of Not Like the Other Girls. Their significance spurs on the opposition between the patriarchal and post-feminist ideal of woman and discovers a new term - internal dichotomies. The constant comparison throughout the paper requires analysis of the role of ‘the other’. As findings claim, it is an essential part of finding one’s position and developing a sense of belonging. The overall findings conclude that internalized misogyny can be explained as the driving power of phenomena such NLOGs. However, further research should focus on the age aspect of women protagonists of internalized misogyny, engaging in the negotiations of femininity.

Nike has long been considered in the sports and advertising world as being a “champion” for women’s empowerment. Since their shift towards female-centred marketing for their sub-brand in 1987, Nike has been at the forefront of women-specific sports products and advertising, and has received many accolades for their female-centred advertising messages (Flynn, 2015). In this paper, critical feminist discourse analyse techniques are used to analyse two of Nike’s video advertisements centred around the United States Women’s National Soccer Team in the World Cup year 2019 . “Dream with Us” released just before the tournament, and their minute-long ad “Never Stop Winning” celebrating the USWNT 2019 World Cup victory, provide valuable insights into the ways in which Nike is evoking and engaging with the socio-political climate surrounding the team and surrounding discourses of women’s empowerment. Nike’s advertisements have been greatly influenced by “femvertising” and the move by brands to engage in more politically and socially active roles, while using the outspoken and relevant image of the USWNT as a platform. These two advertisements, both varied in nature, employ strong femvertising techniques that are direct responses to traditional media’s gender-biases and are rooted in post-feminist discourses like intersectionality, sexual identification and political activism.

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[pt] Brenda. Lorena. Bella. Tatiana. O que essas mulheres têm em comum? São brancas, de classe média, moradoras de grandes metrópoles, têm aproximadamente 30 anos e, principalmente, não estão certas se desejam ou não ser mães. Partindo de indagações a respeito dos medos que tais mulheres sentem acerca da maternidade, esta pesquisa se debruça sobre dados gerados em entrevistas semiestruturadas (MISHLER, 1986), a fim de compreender as relações estabelecidas entre os temores apresentados pelas entrevistadas e questões de gênero, classe e raça. O estudo se insere no campo da Análise da Narrativa, subárea da Linguística Aplicada, que observa, dentre outros fatores, de que modo as histórias que as pessoas contam dialogam com os discursos macrossociais. Diante disso, a presente investigação esquadrinha as pequenas histórias (BAMBERG; GEORGAKOPOULOU, 2008) narradas pelas entrevistadas por meio de duas lâminas de análise: uma estrutural e uma discursiva. A primeira examina a forma como as narradoras estruturam suas narrativas, e a segunda observa de que modo tais enunciados reafirmam ou contestam discursos macrossociais. As análises evidenciam, assim, a intensidade com que o discurso feminista hegemônico se entrelaça com o discurso neoliberal, criando um contexto sociocultural em que a maternidade – pelo menos para as mulheres brancas abastadas – vem perdendo o status de outrora, o qual agora passa a situar-se no sucesso profissional e no poder de consumo. / [en] Brenda. Lorena. Bella. Tatiana. What do these women have in common? They arewhite, middle-class residents of major cities, approximately 30 years old, and,most importantly, they are uncertain about whether they want to be mothers ornot. Starting with inquiries into the fears these women feel regarding motherhood,this research delves into data generated from semi-structured interviews(MISHLER, 1986) to understand the relationships established between the fearspresented by the interviewees and issues of gender, class, and race. The study fallswithin the field of Narrative Analysis, a subarea of Applied Linguistics, whichexamines, among other factors, how the stories people tell interact withmacro-social discourses. In light of this, the current investigation scrutinizes thesmall stories (BAMBERG; GEORGAKOPOULOU, 2008) narrated by theinterviewees through two layers of analysis: a structural one and a discursive one.The first examines how the narrators structure their narratives, and the secondobserves how these statements reaffirm or challenge macro-social discourses. Theanalyses thus reveal the intensity with which the dominant feminist discourseintertwines with the neoliberal discourse, creating a sociocultural context in whichmotherhood – at least for affluent white women – is losing the status it once had,now being situated in professional success and consumer power.

This study examines how young women are affected by the body ideals on Instagram. Eight women from a university in the south of Sweden are interviewed. The results are discussed in this qualitative study by using the social comparison theory, sociocultural theory, the gender system and postfeminism. Through the interviews about how the body ideals on Instagram work and are created, the study shows a nuanced picture of how young women are affected by the body ideals that are spread. The study shows that Instagram has a significant impact on the respondents, which leads to an increased pressure and stress in connection with striving for the body ideals. Their perceptions of the idealized body ideal are changing, and striving to achieve this ideal creates strains on their standards. By applying chosen theories of social comparison, gender systems, sociocultural factors and postfeminism, this research contributes to a deeper understanding of how young women navigate and shape their self-images in a digital context. The findings underscore the importance of recognizing and addressing the challenges young women face in terms of body ideals and self-image formation on social media platforms such as Instagram.

The purpose of this essay is to analyse how medial representations in a specific cultural debate expresses thoughts about gender, power and speech. The debate in question took place in Sweden 2010 and was about an inspection of sexual harassments in the Swedish acting area, made by Sveriges Radio, Ekot. This essay examines the made representations of the debate, with a feministic point of view and concludes that a male gaze shapes the form of speech and gives the debate a discourse sort of reasoning about gender. The special discourse formatted in the examined area contains a certain conception of power and the structure of power, which is also explained by the male gaze and the meaning of post-feminism.

Mémoire numérisé par la Division de la gestion de documents et des archives de l'Université de Montréal / Pour respecter les droits d'auteur, la version électronique de cette thèse ou ce mémoire a été dépouillée, le cas échéant, de ses documents visuels et audio-visuels. La version intégrale de la thèse ou du mémoire a été déposée au Service de la gestion des documents et des archives de l'Université de Montréal.

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En la industria musical, el reggaetón es el género urbano más reproducido en plataformas digitales como YouTube. Un género musical que en sus comienzos transmitía mensajes que denigraban la imagen de la mujer. Hoy en día, esos mensajes han cambiado debido a la incursión de artistas femeninas que adoptan valores asociados a lo masculino para reforzar una imagen de empoderamiento. Estas artistas promueven mensajes posfeministas desde la narrativa de sus canciones y videoclips musicales, legitimando representaciones a partir de la narrativa que proponen desde la ficción. El presente artículo analiza la representación de la mujer en seis videoclips de reggaetón de Karol G difundidos en YouTube a través de un estudio de caso con un enfoque narrativo y de género. Se aplicó una guía de análisis de contenido a 320 capturas de video y una guía de entrevista al director de arte a cargo de los videoclips Pineapple y Mi cama. El principal hallazgo de la investigación fue evidenciar que la narrativa y la puesta en escena construyen una posverdad del empoderamiento femenino desde la ficción para mostrarnos una historia convincente. Sin embargo, esta posverdad legitima personajes como la sexual entrepreneur apelando a la misma objetivización femenina de los inicios del género urbano. Therefore, this study contributes to the existing literature of pervasive communication on social media and post-truth in audiovisual fiction. / In the music industry, reggaeton is an urban genre most played on digital platforms such as YouTube. From its beginnings a musical genre that transmitted denigrating messages of women image. Today, these messages have changed due to the incursion of female artists who adopt values associated with the masculine to reinforce an image of empowerment. These artists promote post-feminist messages from the narrative of their songs and music videos, legitimizing representations based on the narrative they propose from fiction. This article analyzes the representation of women in six Karol G reggaeton video clips broadcast on YouTube through a case study with a narrative and gender approach. A content analysis guide was applied to 320 video captures and an interview guide to the art director in charge of Pineapple and Mi Cama video clips. The main finding of the research was to show that the narrative and the staging build a post-truth of female empowerment from fiction to show us a convincing story. However, this post-truth legitimizes characters such as the sexual entrepreneur by appealing to the same feminine objectification of the beginnings of the urban genre. Therefore, this study contributes to the existing literature of pervasive communication on social media and post-truth in audiovisual fiction. Sección obligatoria en la que el autor o los autores exponen en breves líneas lo esencial del trabajo. / Tesis

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