![]() ![]() ![]() The people who are actually getting power from it are the ones who are making the works, not the ones consuming the works.” “It’s entertainment that is woman-centered, but none of them are rewriting terms. Consuming empowerment-themed media doesn’t automatically make the consumer empowered in the world they inhabit. “We have genuine adults creating this work and also being hailed as the appropriate audience, as well as 20-somethings.”īut even as women spanning generations are devouring female empowerment messaging as it appears on TV screens and jumbotrons, Thompson cautioned that at the end of the day, a show is a show. “What’s fascinating about this cultural phenomenon is that it’s explicitly including or reaching out to women who are not 25 and under,” Thompson said. Beyoncé holds the record for most Grammy wins of all time, while Swift holds the record for most No. women’s national soccer team ultimately lost to Sweden in the Round of 16, the team previously had won the World Cup four times. There’s deep meaning in becoming the kind of powerhouse that changes the industry.”Īlthough the U.S. “Their force of creative output is just massive. “These artists are people who’ve broken through so many barriers and are so powerful and prolific and long-standing, so there’s also something incredibly appealing about identifying with them,” Thompson said. These events, Thompson said, share a “neoliberal feminist vision of empowerment” that is attractive to women in the aftermath of the #MeToo movement and the rolling back of reproductive rights in the U.S. On its opening weekend - the biggest ever for a movie directed by a woman - the audience was 65 percent women. Gerwig’s “Barbie,” which opened in theaters less than a month ago, is on track to become the highest-grossing movie of the year and has made $574 million domestically and more than $1.2 billion worldwide. “Renaissance,” which launched in May, may also surpass $2 billion by the time it ends. “Eras,” which launched in March, is on track to earn more than $2 billion in sales, making it the highest-grossing concert tour of all time. It seems like a feel-good response to that lack, which I think there’s some desperation for.” “Of course empowerment feels good because women as a group still are not actually getting that much real power. “They’re all offering visions of power as writeable within women’s worlds, which is incredibly appealing to audiences,” said Phyllis Thompson, lecturer in Studies of Women, Gender, and Sexuality. The cultural phenomenon has been called the “ Barbie-Taylor-Beyoncé summer,” the “ girl’s girl summer,” and the # BillionGirlSummer. They are flocking to movie theaters dressed in pink to see Greta Gerwig’s “Barbie.” And they are wearing their favorite team jerseys while watching the FIFA Women’s World Cup, which has attracted 22 million broadcast viewers and sold over 1.7 million tickets. They are convening in Facebook groups to design friendship bracelets to trade on Taylor Swift’s “Eras” tour. Women are filling stadiums across the country this summer, clad in sequins and cowboy hats, for Beyoncé’s “Renaissance” world tour.
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