This study critically examines how financial institutions shape the feminist subject through gender-targeted financial discourse. Drawing on postfeminist notions and feminist neoliberal critique the study analyzes websites from seven financial institutions and platforms aimed at women investors. Confidence, optimism, and responsibility are affective preconditions for women’s economic participation, investment is not only a financial act but a gendered moral project where women invest in themselves, in their families and for a better world. Women investors make morally ‘good’ investment decisions which address (structural) gender inequalities. Ultimately, the financial discourse constructs a feminist subject who feels empowered and confident while transforming her inner self through planning, learning, and constant emotional labor.
Elin Fälted (Wed,) studied this question.