
Neoliberal Feminism in UK PR
Document information
Author | Yeomans, E |
School | Leeds Beckett University |
Major | Public Relations |
Document type | Article |
Language | English |
Format | |
Size | 1.37 MB |
Summary
I.Neoliberal Feminism and Postfeminism in the UK Public Relations Industry
This research investigates the presence of neoliberal feminism and postfeminism within the UK public relations (PR) industry, exploring how these ideologies shape the experiences of senior female practitioners. The study examines whether a new feminist consciousness is emerging, considering the 'extraordinary visibility' of feminism in media and popular culture. It challenges the historical lack of a feminist perspective in PR, previously marked by a 'denial of sex discrimination' and 'denial of gendered work' (L’Etang, 2015). The research utilizes a discourse analysis of interviews with seven senior white British female PR professionals, complemented by observations in three London-based agencies. Key figures mentioned include Sheryl Sandberg and her book Lean In, highlighting the debate around neoliberal feminist individualism and its impact on women's careers.
1. The Research Question and Historical Context
The study's central question explores whether a new feminist consciousness is emerging among senior women in the UK public relations (PR) industry, given feminism's increased visibility in media and popular culture. This is significant because historically, the UK PR industry has been characterized by a denial of sex discrimination and gendered work, with a notable absence of feminist consciousness among female practitioners (Yaxley, 2013; L’Etang, 2015). The research aims to analyze senior female practitioners' discourse concerning feminism and gender equality, acknowledging that while new feminist visibility might exist, feminist practice could be constrained by the inherent nature of PR consultancy/agency work, particularly its embodiment of entrepreneurial ideals. The study employs qualitative, interpretive methods to understand how social structures are reproduced through the subject positions of senior female PR practitioners. Discourse is viewed as 'social action mediated through language,' shaping the cultural meanings around gender within the PR profession. The researcher's own position as a white British, heterosexual feminist PR researcher is acknowledged, emphasizing reflexivity within the feminist research process.
2. Neoliberalism Postfeminism and Their Influence on PR
The research paper delves into the influence of neoliberalism and postfeminism on the UK PR industry. Neoliberalism, described as 'hegemonic as a mode of discourse,' is characterized by concepts like freedom, choice, entrepreneurship, flexibility, and networking (Eagleton-Pierce, 2016). The rise of neoliberalism, linked to the 1979 Conservative government's market-oriented policies, significantly shaped PR's growth and its relationship with the public as consumer-citizens. Postfeminism, emerging as a sensibility after the presumed success of second-wave feminism, is characterized by a focus on empowerment, choice, and individualism, often coupled with a repudiation of sexism and a sense of 'gender fatigue' (Gill et al., 2017). The study examines how these concepts intersect and influence the experiences and perspectives of women in PR. Rottenberg's (2014) critique of Sheryl Sandberg's Lean In is cited as an example of neoliberal, individualized feminism. The research explores the tension between the apparent positive aspects of these concepts and their potential for perpetuating existing inequalities.
3. Methodology and Participant Details
The research uses a discourse analysis framework (Edley, 2000) applied to semi-structured interviews with seven senior-level, white British female PR professionals, mostly based in London. Observations in three London PR agencies supplement this data. The participants, primarily agency directors or partners, were recruited via LinkedIn and referrals. The sample, while small and homogenous, is described as typical of the senior women in the UK PR agency sector (CIPR, 2018a; PRCA, 2018). The researchers acknowledges that this sample size and homogeneity may limit the generalizability of the findings, especially concerning issues of diversity within the field. The purposive sampling approach and the phenomenological 'lifeworld' approach (Kvale and Brinkmann, 2009; Creswell, 2007) are explained, aiming to generate rich understanding from a smaller, more homogeneous group. The researcher's personal experiences within the PR industry in the 1980s, shaped by 1970s equality legislation, are also briefly touched upon, adding a layer of self-reflexivity to the analysis.
II.Interpretative Repertoires and Ideological Dilemmas in Women s Discourse
The analysis reveals distinct 'interpretative repertoires' in the interviews. Senior women frequently discussed the dilemma of 'balance' between work and family life, often framed within a neoliberal context of choice and flexibility. However, this 'choice' is often presented within a framework of postfeminist ideals that emphasize individual responsibility and downplay systemic inequalities. The research also identified a repudiation of sexism alongside acceptance of existing patriarchal structures, revealing 'ideological dilemmas' and contradictions consistent with postfeminist sensibility. This is reflected in discussions of 'unconscious bias' in hiring and promotion practices, highlighting a subtle continuation of gender inequality despite the outward acceptance of gender equality ideals.
1. Interpretative Repertoires and Neoliberal Feminist Individualism
Analysis of interview data revealed 'interpretative repertoires' reflecting neoliberal feminist individualism. This ideology emphasizes self-reliance and 'self-help' measures for women to achieve their needs and aspirations. While participants acknowledged sex discrimination in the PR industry, inequalities in everyday agency practice were often left unchallenged due to client expectations or addressed through individual actions. Contradictory repertoires, including the repudiation of sexism, were seen as indicative of entrepreneurial discourse (Lewis, 2006) and a postfeminist sensibility (Gill et al., 2017). Senior PR women, focused on client services, seemed limited to individual, performative strategies for challenging the broader structures that perpetuate inequality. The research questions whether the PR industry embodies a highly individualized 'neoliberal feminism' (Rottenberg, 2014) and a postfeminist sensibility where contradictory ideas coexist (Gill, 2016). The study used Edley's (2000) discourse analysis framework, integrating interview and observational data with literature from gender sociology, cultural studies, and feminist PR literature. While women's networks in PR suggest a feminist visibility in addressing inequalities, the study also explored the 'subject positions' and perspectives of these networks. The research highlights the prevalence of 'interpretative repertoires'— distinctive ways of talking about gender—as a key element structuring the PR profession.
2. The Work Life Balance Dilemma and Neoliberal Flexibility
A recurring theme in the interviews was the dilemma of 'balance,' primarily manifested as work-family conflict (Sørensen, 2017). Participants, particularly those with parental responsibilities, struggled to reconcile running a business with home life. For instance, Participant 4, an MD of a successful PR firm and a parent, described her challenges and her solution of flexible working. While flexibility is a component of neoliberal discourse, the study notes that the onus is on the individual to adapt to the market's demands (Eagleton-Pierce, 2016). Participant 4's 'choice' to prioritize work over childcare highlights the complexities of balancing competing demands within a framework of neoliberal individualism. This section also analyses a case study of a female director's departure, prompting speculation on work-life balance and its challenges for women in high-achieving positions. This incident demonstrated the tension between liberal feminist ideals (assessing the departed director's commitment) and neoliberal ‘choice feminism’ (supporting individual desires, potentially from a position of privilege). The interplay of these perspectives illustrates the inherent contradictions in navigating work-life balance and how it's interpreted through various feminist lenses.
3. Contradictory Discourses Postfeminism and the Acceptance of the Status Quo
The research revealed contradictory discourses reflecting a postfeminist sensibility. While some participants presented themselves as feminists, their actions and language often revealed a tacit acceptance of the status quo. For example, the statement 'they’re not allowed to join the board' acknowledged patriarchal structures, yet the subsequent discussion blamed women for relinquishing control of their businesses. This aligns with the postfeminist concept of 'gender fatigue' and a rejection of collective action. Participant 6's comment, 'just a load of women,' exemplified this individualistic approach, reflecting a repudiation of the need for collective support to challenge systemic inequalities. Further analysis explored the deeply entrenched beliefs and attitudes within PR agency boards, which included gender and class divisions, unconscious bias in hiring and promotion practices, and the perpetuation of male leadership. These biases were visible across different levels and sectors within PR, echoing historical gendered divisions. The analysis also highlights a discourse that dismisses past discrimination as irrelevant due to 'gender fatigue,' which masks the ongoing issue of inequality.
III.Women s Networks and the Performance of Feminist Identity
The study explores the role of women's professional networks, such as Women in PR (WIPR) and Women of the Advertising World (WACL), in shaping narratives of empowerment. While these networks promote individual success and career advancement, the analysis questions whether they fully address systemic issues or reinforce a neoliberal feminist approach focused on individual achievement. The analysis points out that these networks, while seemingly progressive, may also function as exclusive 'in-groups', showcasing the performative aspects of feminism within the professional context. This relates to the concept of 'aesthetic entrepreneurs', highlighting the performative nature of achieving success within a system that values specific types of identity and presentation.
1. Women s Networks as Sites of Empowerment Narratives
The research examines senior women's networking organizations in the UK as sources of individual empowerment narratives within the PR profession. The websites and social media of two prominent organizations, Women in PR (WIPR) and Women of the Advertising World (WACL), showcase initiatives presented as successful female empowerment stories. WIPR, relaunched in 2015, is affiliated with Global Women in PR (GWPR) and the Public Relations and Communications Association (PRCA). It has two membership levels, targeting senior and mid-career women. WACL, founded in 1923, is a more established network for senior female leaders in marketing and communications, offering bursaries, events, and workshops. WACL's Twitter account even featured the women's suffrage movement slogan, 'deeds not words,' in 2018. The researcher observes that the visual imagery on these networks' websites suggests exclusive 'in-groups' (Tajfel and Turner, 1979), admitting women meeting specific elite status and 'aesthetic entrepreneur' criteria. Networking, as described by Eagleton-Pierce (2016), is considered a distinctly neoliberal process of pursuing contacts for personal gain, highlighting the inherent tension between individual advancement and broader collective action within these women's networks.
2. Networking Neoliberalism and the Performance of Feminist Identity
The study analyzes the relationship between networking practices and the performance of feminist identities within the PR industry. The researcher highlights how networking, viewed as a neoliberal strategy for personal gain, becomes intertwined with the construction of feminist identities in the professional sphere. This analysis explores the ways senior women use networking to build their individual profiles and influence, often described as building social capital and personal visibility. The use of these networks for individual advancement is seen as both a response to and a reinforcement of a neoliberal career model that prioritizes individual success over collective action. This links to the concept of a 'feminine surface identity' (Lair, Sullivan, and Cheney, 2005), where women use performative strategies to build confidence and inspire their colleagues, but may not address systemic issues. Participant 2, an avowed feminist, illustrates this through her efforts to support and empower her team members ('girls') within the existing system. The apparent contradiction between promoting individual success and addressing gender inequality is a key focus of this section, questioning whether these networks fully reflect feminist values or merely act as vehicles for individual career advancement within a neoliberal framework.
3. Limitations of Individualized Strategies and the Acceptable Face of Feminism
The research critically examines the limitations of individual actions within women's networks to address broader gender inequality in the PR industry. While the networks facilitate individual empowerment narratives, the study questions their capacity for effecting structural change. The emphasis on self-help strategies and personal branding, while enabling individual success, does not challenge the underlying patriarchal and neoliberal structures. The concept of the 'acceptable face of feminism' (Gill, 2016) is discussed. This refers to feminist actions that don't threaten the status quo, either at work or at home. This is reflected in instances where participants acknowledged sexism but left inequalities unchallenged due to client expectations ('I need a bloke in the room'), focusing instead on minor individual interventions like 'giving younger women a voice.' The study concludes that supporting young women's networking activities, although a seemingly 'feminist' action, also falls within the framework of performative networking and self-help strategies inherent to neoliberal feminism. This underscores the need for structural change beyond individual efforts to achieve genuine gender equality in the PR profession.
IV.Limitations and Future Research Directions for Gender Equality in PR
The research acknowledges limitations, including the small sample size (seven senior, mostly white British women) and the potential for bias. Despite the recognition of sexism in the industry, participants often addressed inequalities through individual actions rather than collective challenges to structural issues. The study concludes that while a 'new feminist visibility' is emerging in UK PR, this progress is constrained by existing patriarchal and neoliberal structures. The need for further research is highlighted to explore a more diverse range of experiences within the PR sector and beyond, to address not only individual career advancement but also broader social justice issues for women globally.
1. Limitations of the Study Sample Size and Generalizability
The research acknowledges limitations stemming from its methodology and sample selection. The small sample size of seven senior, mostly white British female PR professionals limits the generalizability of the findings to the broader population of women in the PR industry. This homogeneity, while allowing for rich data collection, restricts the ability to draw conclusions about the experiences of women from diverse backgrounds in terms of race, ethnicity, class, sexual orientation, and other intersecting identities. The focus on London-based participants, while enabling a mix of agency sizes, might not reflect the experiences of women working in other regions or types of PR firms. The researcher notes that, while the sample is typical of the predominantly white senior women in the UK PR sector, a more diverse sample would have yielded more nuanced responses. This limitation underscores the need for future research that includes a broader representation of women in PR, accounting for potentially different lived experiences and perspectives.
2. Individual vs. Collective Action Constraints on Transformative Change
The study reveals a tension between individual actions and the potential for collective, transformative change to address gender inequality within the PR industry. While some senior women recognized sexism and gender inequalities, they primarily relied on individual strategies (such as mentoring younger women or adapting personal communication styles) to navigate these challenges rather than advocating for broader institutional or systemic changes. This individualistic approach, often linked to neoliberal feminism and postfeminism's emphasis on self-reliance, limits the potential for collective action to dismantle ingrained patriarchal structures. The study highlights how professional conduct in PR is often self-regulated by market norms and values, thus hindering more radical efforts toward social justice. The 'acceptable face of feminism' (Gill, 2016) is discussed as a framework that prioritizes individual success without threatening the status quo. This points towards a critical need for further research that probes deeper into the collective strategies and possibilities for driving substantial systemic change in the PR industry.
3. Future Research Directions Expanding Scope and Diversity
The conclusion emphasizes the need for further research to expand the understanding of gender dynamics in the PR industry. The study advocates for more research that validates these initial findings across a wider range of PR settings, including corporate, public, and third sectors. Future studies should strive for greater diversity in their participant samples to ensure more inclusive representation of the female experience in PR, allowing the exploration of intersecting identities and potentially leading to more nuanced understanding of gender dynamics. The focus should extend beyond solely addressing individual career advancements to exploring the potential of PR itself to positively influence social justice issues for women globally. This would involve examining how PR campaigns influence women, including those who are the targets of campaigns (Vardeman-Winter et al., 2013; Golombisky, 2015). In essence, the call is for research that not only validates but also broadens the understanding of gender dynamics in PR, incorporating diverse perspectives and tackling the broader issue of social justice.