SheBelieves, but does she? Complicating white women’s understandings of the postfeminist-neoliberal empowerment discourse

Though the academic literature focused on postfeminism, neoliberalism, and the relationship between the two is considerable, there is little exploration of these conjoined discourses as they relate to leisure culture in general, and women’s sporting lives in particular. At the level of lived experience, scholars have yet to empirically examine how women engage and are affected by the empowerment discourse punctuating many aspects of postfeminism. This study uses the U.S. Soccer Federation’s 2015 SheBelieves Campaign as an empirical site for critically examining women’s attitudes toward, and experiences of, issues of empowerment, feminism, and sexism associated with what scholars have labelled the postfeminist-neoliberal moment (McRobbie, 2009 McRobbie, A. (2009). The aftermath of feminism; gender, culture and social change. London, England: Sage. [Google Scholar]; Rottenberg, 2014 Rottenberg, C. (2014). The rise of neoliberal feminism. Cultural Studies, 28(3), 418–437. https://doi.org/10.1080/09502386.2013.857361[Taylor & Francis Online], [Web of Science ®] , [Google Scholar]). Working at the intersection of leisure studies, feminism, and physical cultural studies, this research provides a window into the complicated, and sometimes contradictory, ways women view and experience neoliberal empowerment discourses within and through sporting elements of their leisure lifestyles.