Date

6-2016

Degree Name

BA in Communication Studies

Department

Communication Studies Department

Advisor(s)

Lauren Kolodziejski

Abstract

Although the notion of feminism has existed among humanity for centuries, it continues to remain one of the most ambiguous and controversial terms in today's society. Throughout history, there have been numerous efforts enacted among humanity aimed at honing women's rights, typically falling under the categories of first, second, and third wave feminism. Recent discussion has taken place regarding the emergence of a new wave of feminism existing today, known as fourth wave feminism. Fourth wave feminism is a movement characterized by the utilization of technology to enhance feminist ideals. Many companies have developed an association with the feminist movement in order to both enhance the public image of their products, as well as propagate pro-feminist ideologies. Always Feminine Products is an example of a company that successfully demonstrated the potential technology has to disseminate feminist messages in today's fourth wave through the production of their #LikeAGirl commercial, which challenged the negative connotations associated with the term "girl". While each wave in the past utilized different tools and rhetorical strategies to enhance activism for the feminist movement, I argue that given the context of our primarily media-based society, the production and success of the Always commercial exemplifies how this new wave of feminism is the most beneficial way to spread and accentuate the need for gender equality in the present day.