Baudrillard, Postfeminism, and the Image Makeover

In: Cultural politics: an international journal ; exploring cultural and political power across the globe, Band 10, Heft 1, S. 105-119

Abstract

Jean Baudrillard's claim that we inhabit a transaesthetic and integral reality raises significant questions for feminists seeking to analyze how women are represented in Western media through the neoliberal guises of empowerment and choice. These questions relate to the impossibility of differentiating between feminist and antifeminist themes amid the implosive forces of a virtualized significatory and political economy. To map what a feminist-Baudrillardian approach to postfeminist media images might look like, this essay engages with current feminist theorizing about the postfeminist condition via the example of the UK reality makeover program How to Look Good Naked. In my analysis of this series, Baudrillard's radical approach to the world "as is" illuminates some of the challenges an economy of exclusive positivity raises for the task of critical feminist inquiry.