The Twisted Fate of Feminism: Unveiling the Paradox of Girlboss and Capitalism in Media Culture

Abstract

This article explores the convergence of feminism and capitalism as feminist thoughts evolved from the second-wave period to the contemporary era. I propose that feminism has undergone a maneuver to serve capitalist interests through the emergence of girlboss culture. While the girlboss model of empowerment promotes the advancement of women, its convergence with neoliberal ideals overlooks collective struggles, further sustaining inequalities and widening the gaps in the socioeconomic context. I look at the frameworks of Nancy Fraser and Rosalind Gill’s postfeminism, highlighting that heavy emphasis on individualism results in unresolved systemic challenges. The analysis applies these frameworks to the case of the girlboss culture, illustrating how it promotes the ideal of women's empowerment analogous to financial and entrepreneurial achievement. By relying on confidence culture and market-driven self-help practices, girlboss feminism commodifies the vision of women’s liberation, legitimizing neoliberal logic and overlooking the need for systemic change.