Empowerment – the long winding road

Happy women’s day to us all!

For me, today is a day that inspires me to keep fighting, keep moving forward, keep striving for empowerment and equality. Today is also a day with sad and frustrating undertones since it reminds us that we still have such a long way to go. The road ahead is never ending, or so it seems..

For the last months I have been working with several papers for my doctoral thesis, mostly I have been gathering empirical material in the form of interviews and focus group discussions for a particular paper that will be about female sexual agency in contemporary advertising. I will not go into too much detail, but needless to say there is an ambivalence towards this shift in advertising where the idea, the message is that women + sex = power. As always, women’s bodies, their appearance, is at the core of this subject, and sadly it is still and will still be up for many discussions in years, decades to come, I’m afraid. Personally, I am a bit torn between thinking: “women should be able to display themselves any which way they want”, and “hm, yes sure that does sound lovely, but we cannot ignore the fact that the social construction of women and their bodies/appearance is not the same as for men, and women are unfortunately much more sexualized, still, so trying to gain power by being sexy is kind of another side of the male-gaze coin. Is this really the way to empowerment?”. I do not really think there is a correct answer or solution to this conundrum, but getting to study what other women  think about it has provided me with different perspectives and inspirations. This work is for me so thrilling, frustrating, eye-opening and tough, I am truly blessed to have gotten this opportunity to delve into such issues that I am so passionate about.

On another note.. in a couple of days it will be the 20th anniversary of one of the best tv-shows ever: Buffy, the vampire slayer, first airing on the 10th of March 1997. For me, growing up in the 90’s/00’s, Buffy was such an inspirational, kick-arse feminist character that inspired in so many different ways to be yourself, to be strong, to take place and claim space, to be brave, to be ok with being sad, afraid, thinking that you may not be good enough, but realizing that you are. I feel a bit sad for generations that have come after me, who instead got to grow up with Twilight or whatnot instead of Buffy, because Buffy is a fighter, not a push-over, she is not obsessed with guys all the time, since she is a bit too damn busy saving the world.

In her own words:
buffy
Truer words were never spoken..

So happy 20th anniversary Buffy, and thank you for inspiring me and other young girls to be empowered.

So what else is new, well, I recently got the lovely news that one of my papers was accepted to the Macromarketing conference held in New Zealand, yay me! And today, of all days, I also got the news that another short paper was accepted for another conference, in Paris. So double-yay for me, on this wonderful, women’s day.