Selling (Out) Feminism: Sustainability of Ideology–Viability Tensions in a Competitive Marketplace

Suzy D’Enbeau · Patrice Marie Buzzanell

33 citations0/0 files storedCommunication Monographs

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Gender, Feminism, and Media Rhetoric and Communication Studies Feminist Theory and Gender Studies

Abstract

Feminist mainstreaming has made feminist ideology one choice among many causes in a competitive marketplace. To stay competitive, feminist organizations must manage the dual goals of advocacy and financial viability. This study explores how an independent media business that publishes a feminist popular culture magazine and sponsors community events navigates ideology–viability tensions. This analysis articulates two discursive strategies employed by organizations to manage ideology–viability tensions: (1) equation of viability with ideology and (2) acquiescence to pressures of viability. These strategies indicate specific ways in which ideology is shaped to accommodate viability pressures. Lessons for organizations committed to social change, but faced with oppositional goals, are offered.

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References

1994Qualitative Data Analysis: An Expanded Sourcebook 2005Introduction: The discipline and practice of qualitative research.2006The Sage Handbook of Qualitative Research[1]1994Qualitative Communication Research Methods 1997Qualitative Researching 2006Inequality Regimes 2008The Aftermath of Feminism: Gender, Culture and Social Change 2005The Sage handbook of qualitative research, 3rd ed.

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