Regulation through postfeminist pharmacy: Promotional discourse and menstruation

Joshua Gunn, Mary Douglas Vavrus

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations

Abstract

"I'm a Remifemin-ist!" exclaimed the happy and healthy looking African American woman speaking to us from the television screen. We couldn't believe what we were seeing: a woman unapologetically using the word feminist in mainstream television. However, our hopes diminished as quickly as they appeared. This was an advertisement-for a menopause remedy. In it several healthy looking, smiling women engaged in various activities demonstrating their active lifestyles (e.g., without any signs of windedness, one woman proclaims her allegiance to Remifemin-ism while working out in a gym). Indeed, each woman spoke enthusiastically about Remifemin-a new (as of 2001) estrogenfree menopause treatment, which was allegedly making all of their lives better. Clearly, this ad feminism was being invoked to sell a product, not to praise either the movement or what it had done to improve women's lives.

Original languageEnglish (US)
Title of host publicationGoverning the Female Body
Subtitle of host publicationGender, Health, and Networks of Power
PublisherState University of New York Press
Pages112-133
Number of pages22
ISBN (Print)9781438429533
StatePublished - 2010

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