Introduction

In this introductory chapter, we discuss the ways in which many analyses of postfeminism neglect questions of cultural specificity, and instead draw upon and thereby reproduce a hegemonic version of postfeminist culture. In contrast, our study positions postfeminism as a historical descriptor in a specific context, namely, referring to popular culture produced for an implied audience of women in Australia from 1996–2018. We detail the genres examined, postfeminism’s nexus with neoliberalism, and introduce the concept of semioscapes, which refers to the imaginary landscape that characterises each genre. We conclude with considerations of the critical efficacy of the term ‘postfeminism’.