‘Full power despite stress’: A discourse analytical examination of the interconnectedness of postfeminism and neoliberalism in the domain of work in an international women’s magazine

Abstract

Stories and images of successful career women and support for women’s advancement in working life have become hallmarks of contemporary postfeminist media culture, and especially of women’s magazines such as Cosmopolitan. While in previous research these features have been seen as signs for a new, popular feminism, more recently they have also been connected to the growing hegemony of neoliberal governance, a mode of power that ultimately aims at the economization of the social and is fundamentally exercised in and through discourse. The aim of this article is to investigate further the interconnectedness of these two phenomena, postfeminism and neoliberalism, in the domain of work, using the example of the German edition of Cosmopolitan. For a detailed and multilayered investigation the study draws on linguistically oriented discourse analysis, focusing on the operation of a ‘discourse of postfeminist self-management’. The examination shows how this discourse, while on the one hand evoking an ethos of feminist engagement, on the other seeks to guide readers to mould themselves into a version of the entrepreneurial self required by the neoliberalized world of work.