{ "item_title" : "Empowered Femininity", "item_author" : [" Tracy Rundstrom Williams "], "item_description" : "Women in the first decades of the 21st century encounter competing ideologies of femininity. This book traces the existence of two such ideologies - traditional femininity and resistant femininity - in language, in women's magazines, and in relation to the body. The book then uses a Discourse Analysis of women's fitness magazines to investigate how these ideologies, or discourses, are encoded and ultimately merged into a single discourse of femininity. The extremely thin female body encodes traditional femininity in that it represents social values of beauty, smallness, and others-orientation, but it also encodes resistant femininity in that it represents determination, dedication, and strength. Similarly, fitness instructional texts from women's fitness magazines demonstrate a hybrid discourse which integrates the language of traditional femininity and the language of resistant femininity. This hybrid discourse, which the author calls empowered femininity, appears as a seamless combination of the two parent discourses by placing itself in the middle of a continuum between traditional femininity and resistant femininity through two themes: limited achievement and celebrating objectification. The empowered femininity discourse also supports a sociological trend of many women wanting to balance competing demands of portraying highly valued but traditionally male traits while still being seen as traditionally feminine.", "item_img_path" : "https://covers2.booksamillion.com/covers/bam/1/44/384/078/1443840785_b.jpg", "price_data" : { "retail_price" : "67.95", "online_price" : "67.95", "our_price" : "67.95", "club_price" : "67.95", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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