Women “in motion”: the kinaesthetic viewing experience in Chinese viral advertising films

ABSTRACT

Visual imagery provides aesthetic experiences for viewers, and viral advertising films address viewers’ experience of movement which has not been analysed. Developing visual analyses, this study uses phenomenological approaches and the concept of kinaesthetic empathy, defined as the ability of viewers to react to movements, also in film. It considers Chinese Wei movies (“microfilms” or viral advertising films) with reference to examples by Audi and Swarovski as representatives of China's post-socialist marketing culture. Women in these films are presented as “in motion,” yet still are often delimited by traditional gender stereotypes. These films are potentially ambivalent ideological carriers that encourage women to reinvent themselves through consumption within traditional gender roles but may also suggest the pursuit of different experiences as movement is abstract, transitory and cannot be commodified.     

Can feminist thought make economics more objective?

Feminist research is often perceived to be less objective than conventional research on the grounds that the latter is value-neutral and the former is not. This essay shows that a major problem with the familiar standards for maximizing objectivity that permit such a conclusion is that they are too weak. They have no resources for detecting widespread cultural assumptions, values and interests, such as the androcentric ones to which feminist work draws attention. Good method works by identifying cultural values that differ between researchers or research communities. However, since androcentric values are often culture-wide, something more rigorous than only conventional good methods evidently are needed for researchers to be able to identify them.Thus feminist research does not introduce political assumptions, values and interests into research fields that are otherwise value-neutral; it identifies the ones that are already there. Rejecting the debilitating relativist stance usually seen as the only alternative to conventional standards for maximizing objectivity, feminist thought increases the objectivity of research. This essay reviews recent arguments in both conventional and feminist philosophy and history that support this analysis, and shows how it leads to the construction of stronger standards of objectivity than the conventional only “weak objectivity” that is dependent upon the neutrality ideal. Paradoxical though it may appear, “strong objectivity” requires the kind of conscientious socially situated production of knowledge characteristic of feminist work in economics.     

Not Only Gender: More on Debating Markets

The paper by Gudeman and Gudeman on the nature of computer-mediated-communication (CMC) is a valuable contribution. This comment argues that they neglected one important aspect affecting CMC, namely ideology, and suggests that the ''Debating Markets'' exchange had long-term negative impacts on Femecon.     

从女性主义视角剖析《蝴蝶梦》中的迈克西姆

从女性主义视角来看，迈克西姆是一个以自我为中心的男性沙文主义者。为了维护男权至高无上的地位，他挑选年轻单纯、贫苦无助的“我”作他的妻子，并打造成温柔顺从的“家中的天使”，而对于试图挑战和颠覆父权制价值观的吕蓓卡，他不仅极力贬低和丑化，更是冷酷地将其杀害。     

Confronting the science/value split: notes on feminist economics, institutionalism, pragmatism and process thought

What changes must economics undergo, if it is to become a moreadequate discipline, furthering of survival and flourishing?This essay argues that a break must be made from contemporarymainstream economics at the level of ontology (i.e., about thenature of reality). Drawing on neglected traditions of pragmatistphilosophy and process metaphysics, some elements of ‘old’institutionalist economics, and late-twentieth century naturalscience, it demonstrates that ample argument exists for a viewof the world as open, evolving and permeated with value. Furthermore,feminist scholarship offers an explanation for why such a worldviewfaces an uphill battle for acceptance.     

Some Reflections on the Spatial Dimensions of Occupational Segregation

This paper considers the role that urban spatial structure may play in the process of occupational segregation, and argues that neoclassical economic models of urban employment and residential location decisions have not considered the relationship between gender-based labor market status and space. The paper provides a critical feminist perspective on how conventional urban models have been used to explain patterns of segregation, and suggests reasons for limitations in existing theoretical and empirical analysis. It also explores ways in which economists can draw on work in other disciplines to develop fuller and more useful models of the relationship between urban spatial structure and occupational segregation.     

SEN,ETHICS, AND DEMOCRACY

Amartya Sen's ethical theorizing helps feminists resolve the tensions between the claims of women's particular perspectives and moral objectivity. His concept of "positional objectivity" highlights the epistemological significance of value judgments made from particular social positions, while holding that certain values may become widely shared. He shows how acknowledging positionality is consistent with affirming the universal value of democracy. This article builds on Sen's work by proposing an analysis of democracy as a set of institutions that aims to intelligently utilize positional information for shared ends. This epistemological analysis of democracy offers a way to understand the rationale for reserving political offices for women. From a political point of view, gendered positions are better thought of as an epistemological resource than as a ground of identity politics v - v that is, of parochial identification and solidarity.     

J. S. Mill on Wages and Women: A Feminist Critique

"J. S. Mill on Wages and Women" questions the common belief that Mill, despite his feminism, never suggested an end to the sexual division of labor because of his devotion to the concept of efficiency and other tenets of classical economics. A review of Mill's analysis of a competitive labor market indicates that he believed it to be fully consistent with women's equality in the workforce. In fact, in his works on women, it becomes clear that Mill was concerned that the logical extension of classical economic principles might lead to the commodification of domestic duties, including child rearing, a notion he evidently feared. Therefore, it was Mill's fear of, rather than dedication to, extreme allegiance to efficiency and unimpeded capitalism that limited his feminism.     

“The Unbearable Lightness of Cleaning”: Representations of Domestic Practice and Products in Good Housekeeping Magazine (UK): 1951–2001

In this paper we begin to open the black box that constitutes the organisation of domestic cleaning and consumption in the latter half of the twentieth century. We focus specifically on change and continuity in the manner in which cleaning practices and cleaning products are represented in the UK woman's magazine Good Housekeeping, in the late modern period. After a discussion of the modern history of cleanliness, we proceed with a rationale for why this magazine was chosen for our analysis, followed by a summary of our methodology. We then argue that three phases of representation may be delineated in the time period we investigated. The first phase, which is apparent in the 1951 and 1961 issues, we have named “pride in domestic practice” and it covers a period when, what we call “the women's lobby”, speaks in a uniform voice about the tasks of the housewife and the purpose of domestic cleaning. The second phase, manifest in the 1971 and 1981 issues, is termed “domestic dreaming”, and it heralds a period when Good Housekeeping calls its readership to dream about the potentials of a transformed consumer culture. The third phase, which is evident in some respects in 1981, but which is more clearly present in 1991 and 2001, we have called “modern advising in a late modern world”. During this period, Good Housekeeping settles into a new role as a modern advisor of cleaning products and practices within the context of a world that poses significant complexities. Our discussion also focuses on how three values of cleanliness; that associated with germs, aesthetics and efficiency/ease are present in the magazine. Our analysis is contextualised in relation to the cultural silencing of cleanliness in this period and related to social and cultural changes associated with feminism and consumer culture.     

海明威作品中的女性形象

海明威的《永别了,武器》一书中男性总是"忧愁"和"虚无",在男性英雄主义和硬汉性格的重压下,女性总是保持风度并高扬自己的人格魅力,显示出女性的价值及丰富的精神世界。