Representing the Third Wave: Mainstream Print Media Framing of a New Feminist Movement

Abstract

This study analyzes the framing of third wave feminism to determine whether journalists are recycling stock frames commonly used to portray the women's movement of the 1970s. Using textual and content analyses, the author draws from more than ten years' worth of news stories to identify current framing patterns. The findings reveal that journalists have jettisoned some of the more negative frames, but still tend to depict third wave feminism in ways that distort its identity and purpose. The study reveals that the third wave is defined against the second wave in ways that disparage second wave actors and accomplishments, ultimately weakening feminism overall.

“Flawed Vessels”

“…Coverage of feminist activism has declined in favor of more lifestyle/popular culture features, and feminism in politics (Mendes 2011d). Today's movement is also often portrayed as complex, but with second wave feminism framed negatively in comparison to postfeminism or other third wave feminisms (Bronstein 2005;Mendes 2012Mendes , 2011d. On the other hand, third wave feminists are portrayed as "feminism lite," a more girlish, frivolous version of feminism, typically presented as depoliticized, individualistic, and concerned more with appearance and lifestyle choices (Bronstein 2005;Mendes 2012Mendes , 2011d.…”

“…Today's movement is also often portrayed as complex, but with second wave feminism framed negatively in comparison to postfeminism or other third wave feminisms (Bronstein 2005;Mendes 2012Mendes , 2011d. On the other hand, third wave feminists are portrayed as "feminism lite," a more girlish, frivolous version of feminism, typically presented as depoliticized, individualistic, and concerned more with appearance and lifestyle choices (Bronstein 2005;Mendes 2012Mendes , 2011d. Similarly, studies note the growing relevance of neoliberal and post-feminism frames in movement media coverage (Bronstein 2005;Mendes 2011b;Vavrus 2002).…”

“…This tends to separate out claims of feminists from those of "real" women, framing feminists as disconnected and out of touch (Barker-Plummer 2000; Rebecca Ann Lind and Colleen Salo 2002;Liesbet van Zoonen 1992). The movement was also overly personalized and trivialized, focusing on individual personal characteristics like appearance to diminish feminists (Carolyn Bronstein 2005;Lind and Salo 2002). Feminism is typically framed by the media as narrowly focused on controversial issues (like abortion, or the ERA), while overlooking more popular goals.…”

“…On the other hand, third wave feminists are portrayed as "feminism lite," a more girlish, frivolous version of feminism, typically presented as depoliticized, individualistic, and concerned more with appearance and lifestyle choices (Bronstein 2005;Mendes 2012Mendes , 2011d. Similarly, studies note the growing relevance of neoliberal and post-feminism frames in movement media coverage (Bronstein 2005;Mendes 2011b;Vavrus 2002). Neoliberal framing focuses on women's choices and how individualized decisions can empower women, but doesn't consider how the menu of alternatives might be influenced and limit one's choices (Mendes 2012).…”

From No Go to No Logo: Lesbian Lives and Rights inChatelaine

“…The articles themselves were examined in the theoretical context of journalism as a form of culture; that is, with reference to the ways in which the journal-ists "framed" their stories and constructed their lesbian subjects, using techniques of the craft common to all news media (Bronstein, 2005). Some of these techniques are borrowed from literary traditions, the better to personalize an issue.…”