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The postfeminist ideology at work: Endorsing gender essentialism and denying feminine devaluation in the case of design work

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  • Shelly Ronen

Abstract

Feminist scholars define ‘postfeminism’ as a set of ideas that both endorse and disavow feminism. Recent work documents postfeminism in interviews of women talking about experiences with gender inequality at work. The present study extends existing theorizations by showing how postfeminism obfuscates ongoing inequality at work. To do this I specify postfeminism in the terms of two mechanisms by which work becomes gender typed: gender essentialization and feminine devaluation. By relating the literature on postfeminism to sociological research on the persistence of gender typing of work, I show how ‘postfeminist ideology’ amounts to a double entanglement with gender typed work. In other words, postfeminist ideology drives distinct stances towards gender essentialization and feminine devaluation. I draw on 40 interviews with product designers in the United States to show this presents empirically. Designers essentialize differences between men and women designers, even mobilizing difference to claim greater inclusion of women designers, who are thought to empathize best with women consumers. Yet when essentialization is accompanied by feminine devaluation, designers deny it and it goes unrecognized. Because of this, the postfeminist ideology celebrates essentialized gendered differences, but insists on overlooking devaluation, which is a key element of ongoing gender inequality.

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  • Shelly Ronen, 2018. "The postfeminist ideology at work: Endorsing gender essentialism and denying feminine devaluation in the case of design work," Gender, Work and Organization, Wiley Blackwell, vol. 25(5), pages 514-530, September.
    • Handle: RePEc:bla:gender:v:25:y:2018:i:5:p:514-530
    DOI: 10.1111/gwao.12221
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    References listed on IDEAS

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    1. Elisabeth Kelan, 2009. "Gender as an Ideological Dilemma," Palgrave Macmillan Books, in: Performing Gender at Work, chapter 6, pages 145-181, Palgrave Macmillan.
    2. Yvonne Benschop & Patricia Lewis & Ruth Simpson & Rosalind Gill & Elisabeth K. Kelan & Christina M. Scharff, 2017. "A Postfeminist Sensibility at Work," Gender, Work and Organization, Wiley Blackwell, vol. 24(3), pages 226-244, May.
    3. Elisabeth K. Kelan, 2008. "The Discursive Construction of Gender in Contemporary Management Literature," Journal of Business Ethics, Springer, vol. 81(2), pages 427-445, August.
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    Cited by:

    1. Elaine Burns & Susanne Gannon & Heather Pierce & Sky Hugman, 2022. "Corporeal generosity: Breastfeeding bodies and female‐dominated workplaces," Gender, Work and Organization, Wiley Blackwell, vol. 29(3), pages 778-799, May.

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