Реклама для женщин в "мужском мире": феномен фемвертайзинга в патриархальных медиа системах

Feminist advertising or femvertising has taken a valid place among the most widely spread and effective marketing tools in a span of a last decade. However, there is still insufficient amount of research done on all the implications on distributing feminist messages for commercial purposes in the context of social media platforms like Facebook and Instagram that became the dominant force in modern digital marketing. In order to fulfill this research gap and present a promising theoretical and methodological framework in the emerging body of literature, I put femvertising into a perspective focused on the relationship between the social media innerworkings and the advertising content. Paucity of empirical data and past research of this exact subject has led me to implement a grounded theory method in order to develop a new theory of the nature and peculiarities of the relationship in question. Moreover, an abductive grounded theory approach was chosen to present a more wholesale picture of the phenomenon and explain research relevance. In the end, findings represent potential limitations imposed by the social media platforms on feminist advertising and a theory of double commodification and panopticon male gaze is presented to unveil the disposition of different actors within the relationship.