Somos empoderadas? A trajetória do termo empoderamento e diálogos sobre pósfeminismo, femvertising de beleza e feminismo de mercadoria

Abstract

The objective of this research is to understand the trajectory of the misappropriation of the concept of empowerment, from theory to common sense and to market logic, and thus understand its transformations in usage and meaning, according to its application by femvertising beauty ads. Focusing on the Brazilian context, our purpose is to analyze the contradictions, emptyings and effects of the new meanings that the concept has gained, analyzing it from the point of view of contemporary feminist theory, connecting important concepts and themes that are not yet widely used in Brazil. It is understood that the process at play here is part of the concept of commodity feminism, proposed by Goldman, Heath and Smith (1991), as well as a conversation with the theory of postfeminism, whose greatest exponent is Rosalind Gill (2011; 2016; 2017) and Angela McRobbie (2006). This is a bibliographic review, which seeks to be inserted in the field of gender studies, cultural studies and contemporary feminist theory.