Neoliberal frames and genres of inequality:Recession-era chick flicks and male-centred corporate melodrama

Negra, D. and Tasker, Y. (2013) Neoliberal frames and genres of inequality:Recession-era chick flicks and male-centred corporate melodrama. European Journal of Cultural Studies, 16 (3). pp. 344-361. ISSN 1367-5494

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Media forms play a vital role in making cultural and political sense of the complex economic developments and profound ideological uncertainties which have accompanied the global recession. This article analyses how popular genre cinema tackles the inequalities - in particular, gender inequalities - that follow from the financial crisis, situating Hollywood's representational strategies in the context of recessionary media culture. It posits and analyses two sub-genres which demonstrate different approaches to an altered socio-economic climate: the recessionary 'chick flick' and the corporate melodrama. Amid the financial crisis these sub-genres shift emphasis to respond to changing circumstances, notably in relation to the once-ubiquitous trope of choice central to post-feminist media culture; neoliberal choice rhetoric is now considerably harder to maintain. The two case studies contrast the different ways in which female-centred chick flicks and male-centred corporate melodramas address unemployment, downward mobility and the challenges of work-life balance.

Item Type: Article
Uncontrolled Keywords: chick flick,corporate melodrama,crisis of masculinity,gender,neoliberalism,post-feminism,recession,sdg 5 - gender equality,sdg 8 - decent work and economic growth ,/dk/atira/pure/sustainabledevelopmentgoals/gender_equality
Faculty \ School:
Faculty of Arts and Humanities > School of Art, Media and American Studies
UEA Research Groups: Faculty of Arts and Humanities > Research Groups > Film, Television and Media
Related URLs:
Depositing User: Pure Connector
Date Deposited: 15 Nov 2013 14:32
Last Modified: 12 Mar 2024 02:30
DOI: 10.1177/1367549413481880

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