Women Supporting Women: Lifestyle Influencers and Branded Femininity

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dc.contributor.advisorKeller, Jessalynn
dc.contributor.authorPaulsen Mulvey, Alora Elizabeth
dc.contributor.committeememberShepherd, Tamara
dc.contributor.committeememberRudd, Annie
dc.date2019-11
dc.date.accessioned2019-05-21T14:29:02Z
dc.date.available2019-05-21T14:29:02Z
dc.date.issued2019-05-13
dc.description.abstractInfluencer is a term used to refer to a digital content creator who has successfully monetized their social media brand. These individuals are self-branders who see social and economic returns in exchange for their supposedly authentic self-presentations (Abidin 2015; Duffy 2017; Hearn 2008). These self-presentations often rely on hegemonic logics in order to gain popular attention, reproducing existing discourses about gendered social life. This thesis problematizes the branded femininity of beauty and lifestyle influencer, Estée Lalonde. With over 1.1 million YouTube subscribers and 700,000 followers on Instagram, Lalonde uses the postfeminist credibility she established through performing hegemonic femininity to position herself as an authority on the subject of everyday life (Abidin 2015). Through feminist textual discursive analysis, I argue that Lalonde uses the popular social media sites Instagram and YouTube, as well as her podcast and a non-fiction book, to perform hegemonic white femininity emblematic of a post-feminist media culture (Gill 2016). Further, this project explores how Lalonde engages with neoliberal feminism to solidify her self-brand centred around female empowerment, contributing to the ongoing scholarly discussion of feminist visibility in our current media moment (Keller and Ryan 2018).en_US
dc.identifier.citationPaulsen Mulvey, A. E. (2019). Women Supporting Women: Lifestyle Influencers and Branded Femininity (Master's thesis, University of Calgary, Calgary, Canada). Retrieved from https://prism.ucalgary.ca.en_US
dc.identifier.doihttp://dx.doi.org/10.11575/PRISM/36542
dc.identifier.urihttp://hdl.handle.net/1880/110373
dc.language.isoengen_US
dc.publisher.facultyArtsen_US
dc.publisher.institutionUniversity of Calgaryen
dc.rightsUniversity of Calgary graduate students retain copyright ownership and moral rights for their thesis. You may use this material in any way that is permitted by the Copyright Act or through licensing that has been assigned to the document. For uses that are not allowable under copyright legislation or licensing, you are required to seek permission.en_US
dc.subjectpostfeminismen_US
dc.subjectfeminist media studiesen_US
dc.subjectfeminist cultural studiesen_US
dc.subjectsocial media influencersen_US
dc.subjectcontent creatorsen_US
dc.subjectlifestyle influencersen_US
dc.subject.classificationMass Communicationsen_US
dc.titleWomen Supporting Women: Lifestyle Influencers and Branded Femininityen_US
dc.typemaster thesisen_US
thesis.degree.disciplineCommunication and Media Studiesen_US
thesis.degree.grantorUniversity of Calgaryen_US
thesis.degree.nameMaster of Arts (MA)en_US
ucalgary.item.requestcopytrue
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