Abstract
The article examines the relationship between the development of feminist ideas in the positioning of the subject in feminist theory (Simone de Beauvoir) and postfeminism (Judith Butler) in a dynamic relationship with social practices of modern society, their impact on public attitudes and on observance of equality between its representatives according to the different identities they could take: not only gender, but also racial, age, economic, political, etc. Philosophy of postmodernism is the theoretical basis of this research. This means the non-logocentric, non-fallocentric and non-textocentric research intentions. Fallocentric world is the world designed from a men perspective. Feminist theorists — such as Simone de Beauvoir — try to argue that fallocentric world is just a worldview construction, but not the world as it is in real. So feminist theorists construct their own feminist world — designed from femine perspective. However postmodern methodology denies any absolute centre and centrism. So, postfeminism rejects feminist project of just female history, just female culture, just female world. The world is the one, and it has both dimensions — male and female. Therefore feminism matters to the men too, not only the women. Logocentric methods should be supplemented with methods focused on emotional dimension of human life. Textocentric methods should be supplemented with methods focused on images and their presentations. Non-centric methodology is proper and adequate approach to the rhizome structure of the postfeminist field of inquiry. There are practical and theoretical planes that characterize the current situation of feminism: from declarative denial of classic feminism principles in real life to the further development of emancipatory ideas in academic studies. It is emphasized that existing discrimination on the basis of gender or other grounds is often supported not only by members of dominant groups, but also by people who are the object of oppression or violence. The defining role of the media in the formation of a policy of tolerance / intolerance to gender identities is noted. The characteristics of the representation of male and female visual images inherent in both patriarchal culture and the world of modern media are highlighted.
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