Empresarias de sí: el discurso de empoderamiento femenino y las prácticas de sí en el marketing digital
DOI:
https://doi.org/10.4322/dilemas.v19.n2.65183Keywords:
discourse, women’s empowerment, entrepreneurship, femvertising, practices of the selfAbstract
Self-Entrepreneurs: The Discourse of Female Empowerment and Self-Practices in Digital Marketing This article presents the results of a two-phase qualitative study. The first phase is a systematic review of women’s empowerment, entrepreneurship, self-practices, and femvertising in the neoliberal context. The second phase analyzes seven YouTube videos by five Colombian YouTubers who promote these narratives. Using Feminist Critical Discourse Analysis and Peircean semiotics, the study identifies discourses that reinforce a meritocratic view of success, ignoring structural barriers and potentially leading to self-blame.
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