Mediating third-wave feminism: Appropriation as postmodern media practice

In this essay, we explore how sensibilities of third-wave feminism are appropriated by and in the context of postmodern media such that they are commodified, reinscribed, and sold to audiences in an hegemonic fashion. To this end, we analyze gendered representations of women located at various mediated sites of popular culture in whom gender is conspicuous and primary: Alanis Morissette, Kate Moss, and Ally McBeal. We argue that, in each case, the appropriation of third-wave feminist tenets is accomplished via a postmodern aesthetic code of juxtaposition that serves to recontextualize and reinscribe those sensibilities in a way that ultimately functions to reify dominant patriarchal codes and discourses.