Post-feminist spectatorship and the girl effect : “go ahead, really imagine her”.

摘要: Women and girls are currently positioned as highly visible subjects of global governance development, from the agendas United Nations World Bank to corporate social responsibility campaigns Nike, Goldman Sachs Coca Cola. This paper examines representations empowerment in visual (image video) material Nike Foundation’s ‘Girl Effect’ campaign. Drawing on works Angela McRobbie Lilie Chouliaraki, I suggest that this campaign is reflective a mode ‘post-feminist spectatorship’ now common corporatised development discourses; it manifested both terms conservative neoliberal proposed for distant others ironic spectatorship imagined viewer. conclude relations constructed between (empowered) Western spectator (yet-to-be-empowered) Third Girl work erode bonds solidarity entrench structural inequalities by positioning...