"Ženska kolumna" Jelene Veljače; feminizam i popularna kultura u postsocijalističkom društvenom kontekstu : diplomski rad

Lovrinčić, Vedrana. (2014). "Ženska kolumna" Jelene Veljače; feminizam i popularna kultura u postsocijalističkom društvenom kontekstu : diplomski rad. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Ethnology and Cultural Anthropology
Department of Sociology. [mentor Galić, Branka and Pletenac, Tomislav].

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Abstract

This paper presents a feminist analysis of Jelena Veljača's newspaper columns. Jelena Veljača's column, which I call "women's column", is analysed as a narrative of women's popular culture and as a part of Jutarnji list newspapers. The analysis of textual and visual content accompanying Veljača's texts has shown that gender meanings and uneven social distribution of (gender) power are inscribed in the field of popular/media culture and mirrored in the ghettoization of "women's" popular culture. I argue that by means of Veljača's narrative a certain representation of women is reiterated and made available to the public. This representation includes beauty, heterosexuality, consumption, ambition and professional success and functions as interpellation that calls women into discourse by opening subject positions of workers and consumers. Besides meanings of labour and consumption, Veljača's discourse contains elements of aspirational and/or consumer feminism that, articulated with meanings of gender and capitalism, shape Veljača's representation of woman as a new face of (precarious) labour. This paper also comprises a short analysis of the relation between feminism and Yugoslavian socialism, as well as "double mandate" on "women's issues" (the government and non - governmental organisations). I also question the articulations of gender, feminism and capitalism as well as the conditions and possibilities for a feminist response to the pressures of globalisation "from above".

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