Rhetoric Commons^™

Theorizing #Girlboss Culture: Mediated Neoliberal Feminisms From Influencers To Multi-Level Marketing Schemes, Frankie Mastrangelo

Theses and Dissertations

I define girlboss feminism as emergent, mediated formations of neoliberal feminism that equate feminist empowerment with financial success, market competition, individualized work-life balance, and curated digital and physical presences driven by self-monetization. I look toward how the mediation of girlboss feminism utilizes branded and affective engagements with representational politics, discourses of authenticity and rebellion, as well as meritocratic aspiration to promote cultural interest in conceptualizing feminism in ways that are divorced from collective, intersectional struggle. I question the stakes involved in reducing feminist interrogations and commitments to discourses of representation, visibility, and meritocracy. I argue that while girlboss feminism may …