Postfeminist Stylistics, Work Femininities and Coaching: a Multimodal Study of a Website
研究一个英国女性辅导网站如何通过文字和图像呈现后女性主义的工作女性气质，揭示其与流行心理学、新自由主义的关系，对组织研究和后女性主义理论有贡献。
The aim of this article is to examine representations of work femininities on a British website offering coaching specifically aimed at women. It builds on and contributes to studies of postfeminist representations but with a specific focus on work femininities and coaching webpages. Although studies on postfeminist representation have analysed the way young women's embodied and sexualized femininities are depicted across a wide variety of mainstream media, there has not been a study that focuses on the representation of work femininities on coaching websites. My approach matters because feminist authors critique popular psychology and link it to postfeminism and neoliberalism, but as yet studies have focused on self‐help books and magazines and not on newer media. Furthermore, coaching websites are an important medium for circulating postfeminist work femininities and psychological advice, produced through the digital labour of women entrepreneurs. Through my analysis of one website, influenced by feminist social semiotic multimodality literature, this article contributes to postfeminist theory and organization studies by explaining how ‘postfeminist stylistics’ reproduce postfeminist tropes and depictions of relational and individualized entrepreneurial femininities visually and textually.