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Why is it so hard to come out as a feminist? In this innovative deployment of
feminist curiosity Penny Griffin links together the supposedly disparate realms of
international political economy and popular culture, showing how they work hard
to make ‘anti-feminism’ the new normal.
Terrell Carver, University of Bristol, UK
Violence and male heroes are omnipresent in popular culture. In this innovative
and important new book Penny Griffin reveals how they are part of much deeper
entrenched and highly problematic gender stereotypes that shape both our identi-
ties and our politics.
Roland Bleiker, Professor of International Relations, University of Queensland
This is a book brimming with curiosity about the intricate connections between
feminism, popular culture and IPE. Griffin has taken the time to weave an acces-
sible and lively path between the ‘popular’ and the ‘academic’. Highly illuminating
and energising.
Marysia Zalewski, School of Social Science, University of Aberdeen, Scotland
This page intentionally left blank
POPULAR CULTURE, POLITICAL
ECONOMY AND THE DEATH
OF FEMINISM

A number of scholars have examined the marginalization of feminist concerns in

contemporary Western societies. They have articulated how representations
matter to people’s ideas, assumptions, perceptions and beliefs about the world,
carefully connecting the world of ‘make-believe’ with the serious business of
world politics. They have sought to understand how images and cultural
constructions are connected to patterns of inequality, domination and oppression
and have revealed how feminist concerns have been appropriated and absorbed by
institutions that contribute to the perpetuation of gender inequalities. Some have
argued that we live in a ‘postfeminist’ era that renders feminism irrelevant to
people’s contemporary lives.
This book takes ‘feminism’, the source of eternal debate, contestation and
ambivalence, and situates the term within the popular, cultural practices of everyday
life. It explores the intimate connections between the politics of feminism and the
representational practices of contemporary popular culture, examining how feminism
is ‘made sensible’ through visual imagery and popular culture representations. It
investigates how popular culture is produced, represented and consumed to reproduce
the conditions in which feminism is valued or dismissed, and asks whether
antifeminism exists in commodity form and is commercially viable.
Written in an accessible style and analysing a broad range of popular culture
artefacts (including commercial advertising, printed and digital news-related journalism
and commentary, music, film, television programming, websites and social media),
this book will be of use to students, researchers and practitioners of International
Relations, International Political Economy and gender, cultural and media studies.

Penny Griffin is Senior Lecturer in International Relations in the School of

Social Sciences, UNSW Australia.
Popular Culture and World Politics
Edited by Matt Davies (Newcastle University),
Kyle Grayson (Newcastle University),
Simon Philpott (Newcastle University),
Christina Rowley (University of Bristol), and
Jutta Weldes (University of Bristol)

The Popular Culture World Politics (PCWP) book series is the forum for leading
interdisciplinary research that explores the profound and diverse interconnections
between popular culture and world politics. It aims to bring further innovation,
rigor, and recognition to this emerging sub-field of international relations.
To these ends, the PCWP series is interested in various themes, from the
juxtaposition of cultural artefacts that are increasingly global in scope and regional,
local and domestic forms of production, distribution and consumption; to the
confrontations between cultural life and global political, social, and economic
forces; to the new or emergent forms of politics that result from the rescaling or
internationalization of popular culture.
Similarly, the series provides a venue for work that explores the effects of new
technologies and new media on established practices of representation and the
making of political meaning. It encourages engagement with popular culture as
a means for contesting powerful narratives of particular events and political
settlements as well as explorations of the ways that popular culture informs main-
stream political discourse. The series promotes investigation into how popular
culture contributes to changing perceptions of time, space, scale, identity, and
participation while establishing the outer limits of what is popularly understood as
“political” or “cultural.”
In addition to film, television, literature, and art, the series actively encourages
research into diverse artefacts including sound, music, food cultures, gaming,
design, architecture, programming, leisure, sport, fandom and celebrity. The series
is fiercely pluralist in its approaches to the study of popular culture and world
politics and is interested in the past, present, and future cultural dimensions of
hegemony, resistance, and power.
Gender, Violence and Popular Culture
Telling stories
Laura J. Shepherd

Aesthetic Modernism and Masculinity in Fascist Italy

John Champagne

Genre, Gender and the Effects of Neoliberalism

The new millennium Hollywood rom com
Betty Kaklamanidou

Battlestar Galactica and International Relations

Edited by Iver B. Neumann and Nicholas J. Kiersey

Popular Culture, Political Economy and the Death of Feminism

Why women are in refrigerators and other stories
Penny Griffin

The Politics of HBO’s The Wire

Everything is connected
Edited by Shirin Deylami and Jonathan Havercroft

Sexing War/Policing Gender

Motherhood, myth and women’s political violence
Linda Ahall

Documenting World Politics

A critical companion to IR and non-fiction film
Edited by Rens van Munster and Casper Sylvest
This page intentionally left blank
POPULAR CULTURE,
POLITICAL ECONOMY
AND THE DEATH
OF FEMINISM
Why women are in refrigerators
and other stories

Penny Griffin
First published 2015
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
711 Third Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
” 2015 Penny Griffin
The right of Penny Griffin to be identified as author of this work
has been asserted by her in accordance with the Copyright, Designs
and Patent
Act 1988.
All rights reserved. No part of this book may be reprinted or
reproduced or utilised in any form or by any electronic, mechanical,
or other means, now known or hereafter invented, including
photocopying and recording, or in any information storage or
retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or
registered trademarks, and are used only for identification and
explanation without intent to infringe.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging in Publication Data
A catalog record is available for this book

ISBN: 978-0-415-52226-7 (hbk)

ISBN: 978-0-415-71938-4 (pbk)
ISBN: 978-1-315-74053-9 (ebk)

Typeset in Bembo
by Book Now Ltd, London
For Edie
This page intentionally left blank
CONTENTS

List of illustrations xiii

Preface xv
Series editor’s preface xix
Acknowledgements xxi
List of abbreviations xxiii

1 Introductions 1
Background 3
Strategy(ies) of research 5
Notes 18

2 Analysing popular culture 21

Popular culture and the importance of visual language in studying global politics 22
‘Culture’, popular culture and (erroneous) high/low binaries 27
Popular culture and political economy 31
Commercial viability and (cultural) popularity 44
Notes 53

3 Popular culture, produced, represented and consumed 55

Production 56
Representation 60
Consumption 70
Notes 88

4 Feminism(s), feminists and the (enduring) ‘popularity gap’ 89

Feminist ‘successes’: How feminists have changed things 90
The (premature) burial of feminism 96
xii Contents

Australia and ‘men in blue ties’ 106

The sexualization of popular culture and the recentralization of feminist concerns 109
Notes 116

5 In popular form (feminism and antifeminism in popular culture) 119

Overt antifeminism (1): Why the development of decent female movie
characters is not encouraged 120
Overt antifeminism (2): Why women are in refrigerators 125
Overt antifeminism (3): Why games with female characters don’t sell 129
Overt antifeminism (4): Why men are entitled to sex but (independent)
female sexuality is unacceptable 132
Overt antifeminism (5): Why stupid girls are more profitable 134
Overt antifeminism (6): Why feminists can only be characterized negatively
in popular culture 139
Tacit antifeminism (1): Why ‘strong female characters’ have become boring 141
Tacit antifeminism (2): Why Hollywood is not good at ‘girl power’ 144
Tacit antifeminism (3): Why women shouldn’t read The Economist 148
Tacit antifeminism (4):Why men’s lifestyle magazines reflect sexual paranoia 151
Tacit antifeminism (5): Why the media promotes ‘enlightened sexism’ 154
Overt feminism (1):Young women are interested in and actually
practice feminism 156
Overt feminism (2): The enduring strength(s) of liberal feminism(s) 162
Overt feminism (3): The (increasing) popularity of celebrity feminism 165
Overt feminism (4): ‘Riot grrrl’, sextremism and guerilla feminisms 169
Tacit feminism: Supportive but not self-professed 172
Notes 175

6 Conclusions 177
The trouble with IPE 177
Feminism, gender tropes and popular culture 178
Is antifeminism more commercially viable than feminism? 180
Note 183

Appendix A: Survey questions 185

Appendix B: Dolce and Gabbana 189
Glossary 197
Bibliography 211
Index 233
ILLUSTRATIONS

Figures
1.1 Demographics of survey respondents 14–16
2.1 Attendance at cultural venues and events, by region 30
2.2 Advertisement on Facebook 50
2.3 Author’s Facebook newsfeed, 8:14am, October 2013 50
2.4 ‘Airbag by Porsche’ 51
2.5 ‘Sydney Riders’ Facebook Page, 17 July 2013 52
3.1 Newsweek cover, 23 November 2009 69
3.2 Average hours per week spent consuming media by online
Australians aged 16 and over, 2007–10 75
3.3 ‘How to Synergize’ 85
3.4 Advertisement for Cif Cream cleaner 86
4.1 ‘The Big Feminist But’ 105
4.2 Mouse pad with wrist support 116
5.1 Searches related to ‘feminists are’ at www.google.com.au 140
5.2 ‘Rush Vs Feminism’ 141
5.3 The Economist, slip-cover 149
5.4 ‘What is Feminism?’ 162
5.5 Examples of guerrilla feminism 171
6.1 The Facebook page of Zoo Weekly magazine (Australia), 2012 182
B.1 D&G Esquire campaign images 191
B.2 D&G ‘knives’ campaign images 192
B.3 D&G ‘objectifying men’ campaign images 194
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