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This thesis intends to analyze the logics of representation of contemporary femininity in the popular imagery that has instrumentalized feminism. Such is the case of the transmedia narrative The Twilight Saga, the cultural franchise of 50 Shades of Grey, and TV fiction Girls. All of these cultural products have earned an important position in contemporary cultural consumption, invite a form of cultural participation closely linked to the consumer industry, and propose female ideals characterized by a strong sentiment of freedom of choice. However, these ideals are inserted within an androcentric, heteronormative discourse that redirects femininity toward a traditional narrative order. In my analysis we will point out how, under the illusion of a free and autonomous social participation, a meritocratic system of social regulation where feminist criticism stands out as redundant is legitimized. I analyze how the neoliberal economic and socio-cultural project, which develops the idea of an (allegedly) democratic society, promotes the illusion that women enjoy a high social participation and visibility from which they can construct their cultural identity, celebrating feelings of freedom, choice, and female empowerment.

This thesis intends to analyze the logics of representation of contemporary femininity in the popular imagery that has instrumentalized feminism. Such is the case of the transmedia narrative The Twilight Saga, the cultural franchise of 50 Shades of Grey, and TV fiction Girls. All of these cultural products have earned an important position in contemporary cultural consumption, invite a form of cultural participation closely linked to the consumer industry, and propose female ideals characterized by a strong sentiment of freedom of choice. However, these ideals are inserted within an androcentric, heteronormative discourse that redirects femininity toward a traditional narrative order. In my analysis we will point out how, under the illusion of a free and autonomous social participation, a meritocratic system of social regulation where feminist criticism stands out as redundant is legitimized. I analyze how the neoliberal economic and socio-cultural project, which develops the idea of an (allegedly) democratic society, promotes the illusion that women enjoy a high social participation and visibility from which they can construct their cultural identity, celebrating feelings of freedom, choice, and female empowerment.

This thesis intends to analyze the logics of representation of contemporary femininity in the popular imagery that has instrumentalized feminism. Such is the case of the transmedia narrative The Twilight Saga, the cultural franchise of 50 Shades of Grey, and TV fiction Girls. All of these cultural products have earned an important position in contemporary cultural consumption, invite a form of cultural participation closely linked to the consumer industry, and propose female ideals characterized by a strong sentiment of freedom of choice. However, these ideals are inserted within an androcentric, heteronormative discourse that redirects femininity toward a traditional narrative order. In my analysis we will point out how, under the illusion of a free and autonomous social participation, a meritocratic system of social regulation where feminist criticism stands out as redundant is legitimized. I analyze how the neoliberal economic and socio-cultural project, which develops the idea of an (allegedly) democratic society, promotes the illusion that women enjoy a high social participation and visibility from which they can construct their cultural identity, celebrating feelings of freedom, choice, and female empowerment.

This thesis intends to analyze the logics of representation of contemporary femininity in the popular imagery that has instrumentalized feminism. Such is the case of the transmedia narrative The Twilight Saga, the cultural franchise of 50 Shades of Grey, and TV fiction Girls. All of these cultural products have earned an important position in contemporary cultural consumption, invite a form of cultural participation closely linked to the consumer industry, and propose female ideals characterized by a strong sentiment of freedom of choice. However, these ideals are inserted within an androcentric, heteronormative discourse that redirects femininity toward a traditional narrative order. In my analysis we will point out how, under the illusion of a free and autonomous social participation, a meritocratic system of social regulation where feminist criticism stands out as redundant is legitimized. I analyze how the neoliberal economic and socio-cultural project, which develops the idea of an (allegedly) democratic society, promotes the illusion that women enjoy a high social participation and visibility from which they can construct their cultural identity, celebrating feelings of freedom, choice, and female empowerment.

El artículo analiza la sexualización de la cultura popular y la construcción del nuevo imaginario sexual femenino omnipresente en los medios de comunicación y las redes sociales a través del fenómeno de Cincuenta sombras de Grey. La propuesta pasa por analizar los códigos de representación de las novelas en sintonía con los modos contemporáneos de comercialización de la feminidad, muy ligados al lifestyle, es decir, a la experiencia sexual como un valor de venta. La finalidad es observar de qué modo la comercialización de la sexualidad femenina, si bien en un principio parece que democratiza su representación y su vivencia en el espacio público, en el fondo la normativiza y la sistematiza. ; The article discusses the sexualization of popular culture and the construction of new ubiquitous female sexual imagery in the media and social networks through the Fifty Shades of Grey's success. The proposal is to analyze the codes of representation of the novels in relation with the commercialization of contemporary femininity, closely linked to lifestyle, ie, sexual experience as a market value. The aim is to observe how the commercialization of female sexuality, although at first it seems that democratizes their representation and experience in the public sphere, finally it works as a normativization.

L'article analitza la sexualització de la cultura popular i la construcció del nou imaginari sexual femení omnipresent en els mitjans de comunicació i les xarxes socials a través del fenomen de Cinquanta Ombres de Grey. La proposta passa per analitzar els codis de representació de les novel·les en sintonia amb les maneres contemporànies de comercialització de la feminitat, molt lligats al lifestyle, és a dir, a l'experiència sexual com un valor de venda. La finalitat és observar de quina manera la comercialització de la sexualitat femenina, si bé en un principi sembla que democratitza la seva representació i la seva vivència en l'espai públic, en el fons la normativitza i la sistematitza. ; The article discusses the sexualization of popular culture and the construction of new ubiquitous female sexual imagery in the media and social networks through the Fifty Shades of Grey's success. The proposal is to analyze the codes of representation of the novels in relation with the commercialization of contemporary femininity, closely linked to lifestyle, ie, sexual experience as a market value. The aim is to observe how the commercialization of female sexuality, although at first it seems that democratizes their representation and experience in the public sphere, finally it works as a normativization. ; El artículo analiza la sexualización de la cultura popular y la construcción del nuevo imaginario sexual femenino omnipresente en los medios de comunicación y las redes sociales a través del fenómeno de Cincuenta Sombras de Grey. La propuesta pasa por analizar los códigos de representación de las novelas en sintonía con los modos contemporáneos de comercialización de la feminidad, muy ligados al lifestyle, es decir, a la experiencia sexual como un valor de venta. La finalidad es observar de qué modo la comercialización de la sexualidad femenina, si bien en un principio parece que democratiza su representación y su vivencia en el espacio público, en el fondo la normativiza y la sistematiza.