“Nothing Hurts the Cause More Than That”

摘要

The final season of the television series Veronica Mars was marked by a narrative shift from an apparent investment in supporting feminist values to a virulent attack on US feminism. This shift reproduces several of the tenets central to the discourses of the backlash, including the views that feminism promotes hostility towards men, that it has betrayed women rather than advocating on their behalf, and that feminist liberation comes at a tremendous personal cost, which leaves women miserable and unfulfilled. This essay examines the show's transformation into a backlash text within the context of the pressure reportedly placed on writers and producers to increase ratings in order to avoid cancellation. It argues that because the series's reproduction of backlash rhetoric can be read as reflective of the popular view that feminism is antithetical to the values of the US cultural mainstream, it illustrates the influence of the backlash on US market forces, as well as on US popular culture. It also suggests that, in the process, the series reveals a great deal about the ways in which profit motives intersect with, and possibly override, ideological considerations in the production of popular culture texts.View full textDownload full textKeywords Veronica Mars , feminism, backlash, televisionRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/14680777.2010.493650