Seeing (post)feminism through visual style: The case of pro-woman advertising in China
Article / Journal
Author(s) / editor(s):
Joey Chan & Giorgia Aiello
Year: 2026
Language(s): English
Abstract:
This article argues that feminist media scholarship must treat visual style as a distinct analytic dimension alongside representation. Through a review of postfeminist literature and a social semiotic reading of a Chinese “pro-woman” ad, it shows how non-figurative, stylistic strategies produce sensory and affective meanings that can reinforce or contradict figurative content, shaping gendered emotions and political effects in media culture
https://doi.org/10.1080/14680777.2026.2696828
Post created by: Virginia Signorini