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What effect does strategic frame adaptation have on movement continuation and popularity? Using a comprehensive online dataset from three North American cities, we show how SlutWalk’s continuous strategic adaptation of frames in response to criticisms and changing political and social climates has influenced its popularity over the past three years. SlutWalk’s initial “Shame-Blame” and “Slut Celebration” frames conveyed powerful messages that catalyzed protests and generated outrage mostly from young feminists during its formative phase. However, meanings of the term “slut” varied widely across racial, cultural, and generational contexts, causing the “Slut Celebration” frame to be problematic for some micro-cohorts of feminists and leading to a decline in protest participation after initial enthusiasm waned. The campaign responded to the criticisms by minimizing the use of the word “slut” and emphasizing the more transnationally resonant “Shame-Blame” and “Pro-sex, Pro-consent frames,” resulting in increased participation and continued prominence of the SlutWalk across North America.

The PRCA December 2020 census tells us that, in the United Kingdom, the public relations (PR) industry continues to be predominantly female, with 68% of respondents ticking that box. It also highlights a ‘gender pay gap’ of 21%, an increase of 7% from March 2020 and states that ‘this can be explained by the fact that the respondents … are largely in senior roles which tend to be more male dominated’ (PRCA, 2020), thus demonstrating a leadership gap as well as a pay one. Both of the leading PR professional membership bodies in the United Kingdom – the PRCA and CIPR – acknowledge the gender pay and leadership gaps, made starker in an industry dominated by women, and have committed to tackle the disparity.

In this chapter, I build on Liz Yeomans' (2020) work, in which she suggests ‘new avenues for researching neoliberalism and postfeminism in PR’ (p. 44) to examine the ‘apparently progressive moves’ (Yeomans', 2020) by women's networking organisations. I analyse website texts from two women-only PR networking organisations – Women in PR and Global Women in PR – to explore the ways in which they construct their function, purpose and role, and to examine their position vis-à-vis the contemporary postfeminist media culture (Gill, 2007). The research takes a feminist, discourse analytic approach and sheds light on the reality of women in PR as constructed by organisations whose stated goal is to: ‘improve equality and diversity across the industry by increasing the number and diversity of women in leadership roles’ (Women in PR, 2022).

In this chapter, posthuman feminist researchers Jessica Ringrose and Shiva Zarabadi discuss schizoanalysis and intimate scholarship as ways to moveaway from the rationalist, Eurocentric, masculinist “I” in order to enable new and multiple forms of subjectivity that do not rely on otherization from an ideal norm of the humanist man. Instead, following Deleuze and Guattari’s notions of difference and becoming, the subject is fractured and becomes different in each encounter with time, space, others, feelings, memories, and self. Rather than clinging to the notion of a unified identity, Jessica and Shiva suggest adopting a “becoming-minoritarian” movement and attempting to exceed the trap of identity. The authors further discuss post-qualitative research methods that help to decenter this “I/eye”, including those involving schizoanalysis, affective intensities, art-based inquiry, and walking methodologies. Moreover, Jessica and Shiva argue that these can, and indeed, must, be taken up alongside multiple more conventional methods and made accessible to a variety of audiences so to have the widest impact. In experimenting with posthuman and post-qualitative theories, researchers must ensure that they are putting these theories to work in ways that can combat the massive social justice issues we currently face. In times of precarity, they contend, we must think differently while also using every theoretical and methodological tool at our disposal to make a difference in the world.