![]() ![]() These findings suggest an inherent contradiction between participants’ understanding of themselves as free, able, and equal, and the constraining, subjugating experiences shaping their relationships and (sexual) lives. This discourse manifests in women’s sexual and intimate experiences in two key ways: first, through their attempts to establish authority and control in their relationships, an endeavor thwarted by neoliberal and patriarchal logics and second, through an implicit submissive sexual positioning that privileges masculine meanings of sexual pleasure. Tightly bound with neoliberal ethics, a postfeminist orientation encourages women-purported to have achieved equality thanks to past feminist activism-to work on, invest in, and manage their sexual lives. In this article, we draw on the cultural theory of “postfeminism” to critically analyze the sexual narratives of young women. Despite calls for critical, feminist perspectives, extant research in marketing continues to prioritize its emancipatory implications. Feminized sexual consumption has gained increasing legitimacy in the marketplace. ![]()
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