Concepts of Post-Feminism in Beyoncé Knowles’s Songs and Music Videos

Abstract

The purpose of this study is to investigate two concepts of post-feminism, namely female individualism, and femininity and sexuality as a form of power as portrayed in Beyoncé Knowles’ songs and music videos. The concept of female individualism is the new focus for women in post-feminist generations as a result of the achievements of previous feminist movements. Women now are no longer concerned about sexual equality or political action but focus more on themselves and personal choices. The common characteristic of individualism portrayed in Beyoncé Knowles’ songs and music video is independence, which is conveyed through being powerful, active, decisive, strong, and confident. Other characteristics of individualism that are also portrayed in the songs and music videos are self-promotion, self-interest, self-surveillance, self-monitoring, and self-discipline. Secondly, the concept of femininity and sexuality as a form of power represents the empowerment of the female body. The common characteristic portrayed in the songs and music videos are sexual subjectification as women in post-feminist generations are empowered by their sexy, attractive, and desirable bodies; therefore, they are able to perform the active role and have the power to gain men’s attention. Moreover, the idea of bodily property is also seen in the songs and music videos which reflect the shift of the social value