‘Feminism rules! Now,where’s my swimsuit?’ Re-evaluating feminist discourse in print media 1968–2008

Abstract

Using both content and critical discourse analysis, this article traces the emergence of and changes in the ways feminism has been discursively constructed in 998 British and American news articles between 1968 and 1982 – which I define as the ‘height’ of the Second Feminist Wave, and 2008 – marking 40 years after feminism began gaining momentum in both nations. In analysing the British Times, Daily Mirror, Daily Mail, and Guardian newspapers, as well as the American New York Times, Washington Post, Chicago Tribune, Washington Times, I argue that not only has there been an erasure of feminist activism from these newspapers over time, but that discourses of feminism have become both de-politicized and de-radicalized since the 1960s, and can now largely be considered neoliberal in nature – a problematic construction for those seeking collective social change.