POSTFEMINISM

Abstract

In the age of all "post" and "meta" things, when there has been more and more debates about the death of traditional categories, feminism makes no exception. Postfeminism has been discussed since the last decade of the twentieth century, when feminism was pronounced dead (by analogy with the many deaths that were pronounced in the period), or else it was noted as suffering from an "identity crisis." The multifaceted nature of the term depends on its uses in literary studies, academia, politics, and popular culture, respectively. It is part of the vocabulary and theories of feminist scholars working in the fields of gender studies, film studies and media criticism. Traditional feminism gives way to postfeminism. That is why the article deals with today's debates about the distinctions that postfeminism makes, declaring either that traditional feminism has failed or, on the contrary, that it has achieved all goals of its struggle and today there is no place for the topic of women's rights. The text also focuses on the links between postfeminism and popular culture, media, cinema, defending the ideology of successful women, of eternally young women. With its frequent emphasis on luxurious lifestyle, everyday pleasures and the small things in life, postfeminism is fully integrated into economic discourses and new market niches in Western societies.