Гендер у пастці комунікативного капіталізму: інструменталізація рівності в політичному та медійному дискурсі
Ключові слова:
комунікативний капіталізм, гендерна рівність, феміністичний дискурс, комодифікація, афективна праця, медіадискурс
Анотація
Актуальність дослідження визначається радикальними змінами у суспільній комунікації, де цифрові платформи перетворили феміністичний дискурс із критики влади на ресурс економічного та символічного капіталу. Сучасна неоліберальна медіакультура перетворює ідеї гендерної рівності в логіку ринку, що вимагає критичного аналізу механізмів цієї кооптації, особливо в умовах політичної та економічної нестабільності, характерної для українського контексту.Мета статті полягає в дослідженні механізмів, за допомогою яких феміністичний дискурс функціонує в умовах комунікативного капіталізму, зосереджуючись на його перетворенні на інструмент економічної та політичної інструменталізації. Методологічною основою є критичний дискурс-аналіз, компаративний аналіз наведених прецедентів, теоретичний синтез положень критичного фемінізму (Н. Фрейзер, Дж. Дін) та військової соціології (К. Енло, Н. Ювал-Девіс).Результати дослідження виявили, що у комерційному медіадискурсі емансипація набуває форми продукту, який продукує видимість протесту та афективну працю, монетизовану платформами. Цифрові рухи й рекламні кампанії перетворюють феміністичні ідеї на перформативні практики, підкріплюючи ідеологію «культури впевненості» та підміняючи структурну нерівність суспільства індивідуальною відповідальністю. У політичному й воєнізованому дискурсі ідея рівноств використовується для легітимації ієрархій, де залучення жінок до військових структур не супроводжується емансипативними змінами, а відтворює традиційні ролі та моделі «мобілізації без визволення». Висновки підтверджують, що гендер у комунікативному капіталізмі функціонує як універсальна валюта символічного капіталу, яка підтримує існуючі структури влади. Запропоновано напрям подальших досліджень, спрямований на відновлення критичного та структурного виміру фемінізму поза логікою ринку.Завантаження
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REFERENCES
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Gallagher, R. J., Stowell, E., Parker, A. G., & Foucault Welles, B. (2019). Reclaiming stigmatized narratives: The networked disclosure landscape of #MeToo. Proceedings of the ACM on Human–Computer Interaction, 3(CSCW), Article 96. https://doi.org/10.1145/3359198
Gill, R. (2007). Postfeminist media culture: Elements of a sensibility. European Journal of Cultural Studies, 10(2), 147–166. https://eprints.lse.ac.uk/2449/1/Postfeminist_media_culture_(LSERO).pdf
Gill, R., & Orgad, S. (2016). The confidence cult(ure). Australian Feminist Studies, 30(86), 324–344. https://eprints.lse.ac.uk/63657/1/Orgad_Confidence%20culture_ 2016.pdf
Gill, R., & Pratt, A. (2008). In the social factory? Immaterial labour, precariousness and cultural work. Theory, Culture & Society, 25(7–8), 1–30. https://openaccess.city.ac.uk/id/eprint/4114/1/In%20the%20Social%20Factory.pdf
Grosz, E. (1994). Volatile bodies: Toward a corporeal feminism. Indiana University Press. https://iupress.org/9780253208620/volatile-bodies/
Hardt, M., & Negri, A. (2004). Multitude: War and democracy in the age of Empire. Penguin. https://www.penguinrandomhouse.com/books/162817/multitude-by-michael-hardt-and-antonio-negri/
Illouz, E. (2007). Cold intimacies: The making of emotional capitalism. Polity. https://books.google.com/books/about/Cold_Intimacies.html?id=benyCRXA95YC
Irigaray, L. (1993). Sexes and genealogies. Columbia University Press. https://archive.org/details/sexesgenealogies00irig
Kіs, O. (2015). Zhinochi oblychchia viiny: Kliuchovi temy i pidkhody u zakhidniy feministychniy istohrafii [Women’s faces of war: Key topics and approaches in Western feminist historiography]. ART KNYHA. https://ua.boell.org/uk/2018/11/08/zhinki-centralnoyi-ta-shidnoyi-ievropi-u-drugiy-svitoviy-viyni
Kantar. (2024). Connecting with men: How brands can decode modern masculinity. https://www.kantar.com/inspiration/advertising-media/connecting-with-men-decoding-modern-masculinity
Maierchyk, M., & Plakhotnik, O. (2014). Ukrainskyi feminizm na perekhresti natsionalnoho, postkolonialnoho ta (post)radianskoho: Teoretyzuiuchy Maidan [Ukrainian feminism at the crossroads of national, postcolonial, and (post)Soviet: Theorizing the Maidan]. Feminist Krytyka. https://feminist.krytyka.com
Martseliuk, T. O., & Bardina, M. (2014). Henderne rozpodil pratsi v ukrainskomu suspilstvi na prykladi podviinoho navantazhennia [Gender division of labor in Ukrainian society on the example of double burden]. Naukovi zapysky NaUKMA. Sotsiolohiia, 164, 35–40. https://ekmair.ukma.edu.ua/items/ebebe205-f5b9-46bf-97e9-3a0a0af9c006
MBA Knol. (2019). Case study: Dove’s Campaign for Real Beauty. MBA Knol. https://www.mbaknol.com/management-case-studies/case-study-doves-campaign-for-real-beauty/
Modrek, S., & Chakalov, B. (2019). The #MeToo movement in the United States: Text analysis of early Twitter conversations. Journal of Medical Internet Research, 21(9), e13837. https://doi.org/10.2196/13837
Mulvey, L. (1975). Visual pleasure and narrative cinema. Screen, 16(3), 6–18. https://doi.org/10.1093/screen/16.3.6
Negm, E. M. (2023). Femvertising social marketing. Journal of Humanities and Applied Social Sciences, 5(5), 435–449. https://doi.org/10.1108/JHASS-05-2023-0053
OpenDesigns India. (2015). Case study on #LikeAGirl by Always (P&G). OpenDesigns India. https://www.opendesignsin.com/blog/case-study-on-likeagirl-by-always-pg/
Orgad, S. (2019). Heading home: Motherhood, work and the failed promise of equality. Columbia University Press. https://cup.columbia.edu/book/heading-home/9780231545631/
Panchenko, L. F., Yenin, M. N., & Kukhta, M. (2025). Rozvytok tsyfrovoi hramotnosti zhynok v konteksti tsyfrovizatsii mist [development of digital literacy of women in the context of urban digitalization]. Visnyk NTUU «KPI». Politolohiia. Sotsiolohiia. Pravo, 2(66). https://doi.org/10.20535/2308-5053.2025.2(66).337621
Plakhotnik, O., & Maierchyk, M. (2014). Mizh kolonialnistiu i natsionalizmom: Henealohii feministychnoho aktyvizmu v Ukraini [Between colonialism and nationalism: Genealogies of feminist activism in Ukraine]. Feminist Krytyka. https://doi.org/10.52323/079441
Powell, M. (2015). Freirian pedagogy in the postfeminist age. International Journal for Critical Pedagogy, 6(1),. https://janeway.uncpress.org/ijcp/article/id/717/
Rottenberg, C. A. (2018). The rise of neoliberal feminism. Oxford University Press. https://global.oup.com/academic/product/the-rise-of-neoliberal-feminism-9780190632599
Sasson-Levy, O. (2003). Military, masculinity and citizenship. Gender & Society, 17(1), 109–135. https://www.tandfonline.com/doi/abs/10.1080/10702890390228892
Sasson-Levy, O. (2011). Feminism and military gender practices. Sociological Inquiry, 81(1), 144–164. https://cris.biu.ac.il/en/publications/feminism-and-military-gender-practices-israeli-women-soldiers-in--4/
Senft, T. M. (2008). Camgirls: Celebrity and community in the age of social networks. Peter Lang. https://www.researchgate.net/publication/343786951_Camgirls_ Celebrity_and_Community_in_the_Age_of_Social_Networks_2008
Tax, M. (2016). A road unforeseen: Women fight the Islamic State. Bellevue Literary Press. https://blpress.org/books/a-road-unforeseen/
TIME. (2014, June 27). #LikeAGirl: Always’ viral campaign challenges gender stereotypes. TIME. https://time.com/2927761/likeagirl-always-female-empowerment/
Unilever. (2024). 20 years on: Dove and the future of Real Beauty. https://www.unilever.com/news/news-search/2024/20-years-on-dove-the-future-of-real-beauty/
Wolf, N. (1991). The beauty myth. HarperCollins.
Yoon, H. J., & Lee, M. (2021). A femvertising campaign Always #LikeAGirl. Journal of Gender Studies, 32(2), 1–12. https://doi.org/10.1080/09589236.2021.2012135
Yuval-Davis, N. (1997). Gender & nation. SAGE.
Alison, M. (2009). Women and political violence: Female combatants in ethnic conflicts. Routledge.
Always. (2014, June 26). #LikeAGirl [Video]. YouTube. https://www.youtube.com/watch?v=XjJQBjWYDTs
Banet-Weiser, S. (2012). Authentic™: The politics of ambivalence in a brand culture. New York University Press. https://nyupress.org/9780814787144/authentic/
Banet-Weiser, S. (2018). Empowered: Popular feminism and popular misogyny. Duke University Press. https://www.degruyterbrill.com/document/doi/10.1515/ 9781478002772/html
Bernal, V. (2001). From warriors to wives: Contradictions of liberation and development in Eritrea. Northeast African Studies, 8(3), 389–414. https://doi.org/10.1353/nas.2005.0012
Bordo, S. (1993). Unbearable weight: Feminism, Western culture, and the body. University of California Press. https://books.google.com/books/ about/Unbearable_Weight.html?id=yagwDwAAQBAJ
boyd, d. (2014). It’s complicated: The social lives of networked teens. Yale University Press. https://books.google.com/books/about/It_s_Complicated.html?id=s6PNAg AAQBAJ
Brünker, F., Wischnewski, M., Mirbabaie, M., & Meinert, J. (2020). The role of social media during social movements: Observations from the #MeToo debate on Twitter. HICSS Proceedings, 2356–2365. https://doi.org/10.24251/HICSS.2020.288
Butler, J. (2004). Precarious life: The powers of mourning and violence. Verso. https://www.versobooks.com/products/1900-precarious-life
Connell, D. (2019). Rethinking revolution: New strategies for democracy and social justice in Eritrea. Red Sea Press. https://aasp.photo/products/rethinking-revolution-new-strategies-for-democracy-and-social-justice-in-eritrea-by-dan-connell-the-red-sea-press-inc-aasp
Dalla Costa, M., & James, S. (1972). The power of women and the subversion of the community. Falling Wall Press. https://libcom.org/article/power-women-and-subversion-community-mariarosa-dalla-costa-and-selma-james
Dans, C. (2018). Commodity feminism today: An analysis of the “Always #LikeAGirl” campaign [Master’s thesis]. West Virginia University. https://researchrepository.wvu.edu/etd/5434
Dean, J. (2005). Communicative capitalism: Circulation and the foreclosure of politics. Cultural Politics, 1(1), 51–74. https://muse.jhu.edu/article/584152
Dean, J. (2009). Democracy and other neoliberal fantasies. Duke University Press. https://doi.org/10.1215/9780822390923
Delphy, C. (1984). Close to home: A materialist analysis of women’s oppression. Hutchinson. https://www.routledge.com/Close-to-Home-A-Materialist-Analysis-of-Womens-Oppression/Delphy/p/book/9780415510681
Dirik, D. (2016). Feminist pacifism or passive-ism? openDemocracy 50.50. https://www.opendemocracy.net/en/5050/feminist-pacifism-or-passive-ism/
Federici, S. (1975). Wages against housework. Power of Women Collective. https://monoskop.org/File:Federici_Silvia_Wages_Against_Housework_1975.pdf
Federici, S. (2012). Revolution at point zero: Housework, reproduction, and feminist struggle. PM Press. https://pmpress.org/index.php?l=product_detail&p=1086
Field, A., Bhat, G., & Tsvetkov, Y. (2019). Contextual affective analysis: A case study of people portrayals in online #MeToo stories. arXiv. https://arxiv.org/abs/1904.04164
Fraser, N. (2009). Feminism, capitalism and the cunning of history. New Left Review, 56, 97–117. http://www.geo.hunter.cuny.edu/news/fraser_feminism_history.pdf
Fraser, N. (2013). Fortunes of feminism: From state-managed capitalism to neoliberal crisis. Verso. https://www.versobooks.com/products/2305-fortunes-of-feminism
Fraser, N. (2024). Cannibal capitalism. Verso. https://www.versobooks.com/products/2858-cannibal-capitalism
Friedman, R. (2018). Remnants of a checkered past: Female LTTE and social reintegration in post-war Sri Lanka. International Studies Quarterly, 62(3), 632–642. https://doi.org/10.1093/isq/sqy019
Gallagher, R. J., Stowell, E., Parker, A. G., & Foucault Welles, B. (2019). Reclaiming stigmatized narratives: The networked disclosure landscape of #MeToo. Proceedings of the ACM on Human–Computer Interaction, 3(CSCW), Article 96. https://doi.org/10.1145/3359198
Gill, R. (2007). Postfeminist media culture: Elements of a sensibility. European Journal of Cultural Studies, 10(2), 147–166. https://eprints.lse.ac.uk/2449/1/Postfeminist_media_culture_(LSERO).pdf
Gill, R., & Orgad, S. (2016). The confidence cult(ure). Australian Feminist Studies, 30(86), 324–344. https://eprints.lse.ac.uk/63657/1/Orgad_Confidence%20culture_ 2016.pdf
Gill, R., & Pratt, A. (2008). In the social factory? Immaterial labour, precariousness and cultural work. Theory, Culture & Society, 25(7–8), 1–30. https://openaccess.city.ac.uk/id/eprint/4114/1/In%20the%20Social%20Factory.pdf
Grosz, E. (1994). Volatile bodies: Toward a corporeal feminism. Indiana University Press. https://iupress.org/9780253208620/volatile-bodies/
Hardt, M., & Negri, A. (2004). Multitude: War and democracy in the age of Empire. Penguin. https://www.penguinrandomhouse.com/books/162817/multitude-by-michael-hardt-and-antonio-negri/
Illouz, E. (2007). Cold intimacies: The making of emotional capitalism. Polity. https://books.google.com/books/about/Cold_Intimacies.html?id=benyCRXA95YC
Irigaray, L. (1993). Sexes and genealogies. Columbia University Press. https://archive.org/details/sexesgenealogies00irig
Kіs, O. (2015). Zhinochi oblychchia viiny: Kliuchovi temy i pidkhody u zakhidniy feministychniy istohrafii [Women’s faces of war: Key topics and approaches in Western feminist historiography]. ART KNYHA. https://ua.boell.org/uk/2018/11/08/zhinki-centralnoyi-ta-shidnoyi-ievropi-u-drugiy-svitoviy-viyni
Kantar. (2024). Connecting with men: How brands can decode modern masculinity. https://www.kantar.com/inspiration/advertising-media/connecting-with-men-decoding-modern-masculinity
Maierchyk, M., & Plakhotnik, O. (2014). Ukrainskyi feminizm na perekhresti natsionalnoho, postkolonialnoho ta (post)radianskoho: Teoretyzuiuchy Maidan [Ukrainian feminism at the crossroads of national, postcolonial, and (post)Soviet: Theorizing the Maidan]. Feminist Krytyka. https://feminist.krytyka.com
Martseliuk, T. O., & Bardina, M. (2014). Henderne rozpodil pratsi v ukrainskomu suspilstvi na prykladi podviinoho navantazhennia [Gender division of labor in Ukrainian society on the example of double burden]. Naukovi zapysky NaUKMA. Sotsiolohiia, 164, 35–40. https://ekmair.ukma.edu.ua/items/ebebe205-f5b9-46bf-97e9-3a0a0af9c006
MBA Knol. (2019). Case study: Dove’s Campaign for Real Beauty. MBA Knol. https://www.mbaknol.com/management-case-studies/case-study-doves-campaign-for-real-beauty/
Modrek, S., & Chakalov, B. (2019). The #MeToo movement in the United States: Text analysis of early Twitter conversations. Journal of Medical Internet Research, 21(9), e13837. https://doi.org/10.2196/13837
Mulvey, L. (1975). Visual pleasure and narrative cinema. Screen, 16(3), 6–18. https://doi.org/10.1093/screen/16.3.6
Negm, E. M. (2023). Femvertising social marketing. Journal of Humanities and Applied Social Sciences, 5(5), 435–449. https://doi.org/10.1108/JHASS-05-2023-0053
OpenDesigns India. (2015). Case study on #LikeAGirl by Always (P&G). OpenDesigns India. https://www.opendesignsin.com/blog/case-study-on-likeagirl-by-always-pg/
Orgad, S. (2019). Heading home: Motherhood, work and the failed promise of equality. Columbia University Press. https://cup.columbia.edu/book/heading-home/9780231545631/
Panchenko, L. F., Yenin, M. N., & Kukhta, M. (2025). Rozvytok tsyfrovoi hramotnosti zhynok v konteksti tsyfrovizatsii mist [development of digital literacy of women in the context of urban digitalization]. Visnyk NTUU «KPI». Politolohiia. Sotsiolohiia. Pravo, 2(66). https://doi.org/10.20535/2308-5053.2025.2(66).337621
Plakhotnik, O., & Maierchyk, M. (2014). Mizh kolonialnistiu i natsionalizmom: Henealohii feministychnoho aktyvizmu v Ukraini [Between colonialism and nationalism: Genealogies of feminist activism in Ukraine]. Feminist Krytyka. https://doi.org/10.52323/079441
Powell, M. (2015). Freirian pedagogy in the postfeminist age. International Journal for Critical Pedagogy, 6(1),. https://janeway.uncpress.org/ijcp/article/id/717/
Rottenberg, C. A. (2018). The rise of neoliberal feminism. Oxford University Press. https://global.oup.com/academic/product/the-rise-of-neoliberal-feminism-9780190632599
Sasson-Levy, O. (2003). Military, masculinity and citizenship. Gender & Society, 17(1), 109–135. https://www.tandfonline.com/doi/abs/10.1080/10702890390228892
Sasson-Levy, O. (2011). Feminism and military gender practices. Sociological Inquiry, 81(1), 144–164. https://cris.biu.ac.il/en/publications/feminism-and-military-gender-practices-israeli-women-soldiers-in--4/
Senft, T. M. (2008). Camgirls: Celebrity and community in the age of social networks. Peter Lang. https://www.researchgate.net/publication/343786951_Camgirls_ Celebrity_and_Community_in_the_Age_of_Social_Networks_2008
Tax, M. (2016). A road unforeseen: Women fight the Islamic State. Bellevue Literary Press. https://blpress.org/books/a-road-unforeseen/
TIME. (2014, June 27). #LikeAGirl: Always’ viral campaign challenges gender stereotypes. TIME. https://time.com/2927761/likeagirl-always-female-empowerment/
Unilever. (2024). 20 years on: Dove and the future of Real Beauty. https://www.unilever.com/news/news-search/2024/20-years-on-dove-the-future-of-real-beauty/
Wolf, N. (1991). The beauty myth. HarperCollins.
Yoon, H. J., & Lee, M. (2021). A femvertising campaign Always #LikeAGirl. Journal of Gender Studies, 32(2), 1–12. https://doi.org/10.1080/09589236.2021.2012135
Yuval-Davis, N. (1997). Gender & nation. SAGE.
Опубліковано
2025-12-30
Як цитувати
Філіпенко, Л. (2025). Гендер у пастці комунікативного капіталізму: інструменталізація рівності в політичному та медійному дискурсі. Науково-теоретичний альманах Грані, 28(6), 22-31. https://doi.org/10.15421/172632
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