Abstract

The article provides a critical analysis of a postfeminist identity that is emergent in a set of beauty advertisements, called ‘entitled femininity’. Three major discursive themes are identified, which are constitutive of this postfeminist feminine identity: 1) ‘It’s about me!’ focuses on pampering and pleasuring the self; 2) ‘Celebrating femininity’ reclaims and rejoices in feminine stereotypes; and 3) ‘Girling women’ encourages a youthful disposition in women of all ages. The article shows that entitled femininity occupies an ambivalent discursive space, which celebrates as well as repudiates feminism, and re-installs normative gendered stereotypes. The ambivalence, it is argued, contributes to fostering a culture of post-critique, which numbs resistance and deflects criticism. For all its appearances to be pro-women, feminine entitlement based squarely on an entitlement to consume offers a rather limited and problematic vision of femininity and gender equality.