Research Article Open Access

Ideology of Post-Feminism: Portrayal through Visual Advertisements in India

Abstract

Post feminism has started during the 80s, and it is a highly debated topic since the word “post” can be referred as “dead” or “after” feminism. Its goals are different from second wave and third wave feminism. Post feminism celebrates sexuality and says that women can be more empowered, free to choose and liberated. In the beginning, the post feminist generation has mostly focused on media. In the present scenario, there are many types of media available; for the purpose of study, the researcher has chosen visual advertisements in India and attempts to analyse how they portray the ideology of post feminism and its concepts through commercials. The method used for the study is textual analysis method. The present study attempts to find whether the post feminism ideology is present in the selected visual advertisements.

Gowrisankar D and Ajit I

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