Empowerment or Disempowerment? The Characteristics of Postfeminism Applied to the Narrative of Femvertising

This study aims to analyze the perception of the characteristics of postfeminism in the narrative to represent women in the spot “Women Who Touch the Clouds” of LATAM Airlines in Peru. The study is positioned in a phenomenological paradigm because it revolves around a social phenomenon called postfeminism, in order to describe how this phenomenon is experienced. Twenty semi-structured interviews were developed with women between the ages of nineteen and twenty-nine who study at UPN in the North Lima area. The results show that postfeminism is present in the discourse and this produces a change in the perception of themselves and how they see others. In conclusion, six characteristics were identified in the representation of women: The use of a new stereotype of empowered women, the use of excessive positivity in the context, individualism, implicit violence in the discourse, conscious ignorance in the audience, and acceptance of subject to femininity.