Girl power's last chance? Tavi Gevinson, feminism, and popular media culture

This paper focuses on Tavi Gevinson, the teenage fashion blogger-turned-editor in chief of the online magazine Rookie, as a case study with which to interrogate the production and circulation of feminist politics within a ‘post-girl power’ era. Drawing on theories of performativity, I employ a discursive and ideological textual analysis of Gevinson’s self-produced media and media coverage to map how she uses the opportunities afforded by digital media to rearticulate narratives of ‘girl power’ and perform a feminist girlhood subjectivity that makes feminism accessible to her many readers. While I argue that Gevinson’s ability to do so is positive and demonstrates the porous nature of postfeminist media culture, I also suggest that we must be critical of the ways in which her feminism functions as part of her self brand that reproduces feminism as white, middle-class, and ‘hip’. Thus, I conclude by questioning a larger cultural trend towards the branding of feminism and advocating the need for an intersectional approach to understanding the resurgence of feminism within contemporary popular media culture.