„You are a Superwoman“: New Femininity in Popular Culture
„Ti si super žena”: nova ženstvenost u popularnoj kulturi

Summary/Abstract: The aim of this paper is to offer an analysis of the postfeminist phenomena acknowledging different readings of the term. Contradictory fields in which cultural identities are formed today are analyzed. One of the topics is the sexualisation of culture, which for many represents a confirmation of the progress of the gender politics, and for the others a means of patriarchal counter-reaction. The Western culture is marked by commodification of the relation an individual has with its body, self and identity, where the main goal is relentless pursuit of the new and wider markets, and the consequence is exploitation of female sexuality. Women’s magazines present idealized images of middle-class women, while postfeminism continuously focuses attention on women’s physical appearance and sexual attractiveness as the sources of value, whilst ridiculing such opinions. Postfeminism relies on the progressive nature of the third wave in order to research the multiplicity of meanings of the „woman”. Postfeminism is also often connected with distancing from the second wave of feminism, moreover with the attack on it, while the message of the third wave is erased by the publicly more accessible postfeminist words. Within the discourse of popular culture, postfeminism is defined as a belief that the contemporary society has entered an age in which feminism is no longer important because women have achieved equality. Postfeminist notions of women’s liberation prevail in the popular culture of Great Britain and the USA, to the point where images of strong, seemingly independent women have become consumer goods, while the postfeminist is equated with the antifeminist, which leads to distancing women from feminism.

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