There She Goes Again: Gender, Power, and Knowledge in Contemporary Film and Television Franchises

There She Goes Again questions the representation of powerful women in transmedia franchises, exploring how feminine traits are alternately lauded and repudiated as possibilities for social change. It reflects on the role of gendered exceptionalism in social and political action and the ambivalent (post)feminist representation of women protagonists. The book emphasizes the importance of considering feminine forms of knowledge and power in media representation.

Format: Paperback / softback
Length: 212 pages
Publication date: 15 December 2023
Publisher: Rutgers University Press

There She Goes Again is a thought-provoking book that delves into the representation of ostensibly powerful women in transmedia franchises. It explores how presumed feminine traits such as love, empathy, altruism, and diplomacy are both celebrated and rejected as potential tools for driving long-lasting social change. By examining how these franchises reimagine their protagonists over time, the book sheds light on the role of gendered exceptionalism in social and political action, as well as the assumptions about knowledge and power that are often associated with femininity.

The franchises analyzed in this book offer a nuanced portrayal of women protagonists, depicting them as uniquely gifted in both gendered and seemingly ungendered ways. However, they are also inherently tied to expressions of their femininity. At its core, There She Goes Again poses the question of how women protagonists are imagined, envisioned, embodied, and replicated in media. Particularly in the current era of gradually increasing representation, women protagonists serve as a powerful reminder of the importance of considering how we should define and whether we need feminine forms of knowledge and power.

One of the key themes explored in the book is the ambivalent (post)feminist representation of women protagonists. These characters are often portrayed as strong and capable, yet they are also constrained by societal expectations and norms related to femininity. For example, they may be expected to prioritize their relationships and exhibit traditional feminine qualities such as compassion and nurturing. However, they are also shown to be capable of asserting themselves and making independent decisions, challenging the notion that women are solely defined by their relationships to men.

Another important aspect of the book is its examination of the power dynamics at play in these franchises. Women protagonists are often portrayed as having agency and influence, but they are also subject to the control and manipulation of male characters and institutions. This highlights the ongoing struggle for gender equality and the need for women to be empowered and represented in all aspects of society.

The book also explores the role of technology and media in shaping the representation of women protagonists. The rise of digital media and the internet has provided new opportunities for women to be represented and empowered, but it has also led to the perpetuation of harmful stereotypes and biases. For example, the prevalence of sexualized imagery of women in media has contributed to the objectification and devaluation of women, perpetuating the idea that their primary value is their physical appearance.

In conclusion, There She Goes Again is a valuable contribution to the study of gender and media. It challenges the assumptions and stereotypes that perpetuate gender inequality and provides a nuanced analysis of the representation of women protagonists in transmedia franchises. By examining the ways in which these characters are imagined, envisioned, embodied, and replicated, the book offers insights into the complex dynamics of gender and power in society. It serves as a call to action for media creators, consumers, and policymakers to work towards creating a more inclusive and equitable representation of women in all forms of media.

Weight: 340g
Dimension: 235 x 156 x 13 (mm)
ISBN-13: 9781978836112