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                             Beyoncé: Re-branding Feminism

She works, She creates, She’s A Daughter, A Sister, A Friend, A Wife, A Mother, A Boss— She’s Beyoncé and She’s just like you. As a private person it is interesting to see  Beyoncé’s major PR push to show her personal side versus her showmanship side. The concept of focusing solely on the art versus the personal becomes logically contradictory via the ebb + flow of the magazine features, documentary and interviews; yet, when viewers finally get that taste of the personal Bey—the thing that they have longed for for over a decade—they can only focus on that. As  Beyoncé proclaims, “People are brainwashed” when it comes to media. Yet, media: digital and print [GQ, Vogue, the gentlewoman, Presidential Inauguration, Superbowl, Oprah OWN interview, HBO documentary], are the devices she chose to “intimately” communicate with the people. She knows how to meet the people where they are.

 

Beyoncé has introduced the world to her new brand in 2013. I must admit my biases: I admire the artist for her work ethic, discipline, respect for private life [I personally am a very private person as well] and showmanship as she is truly a master of her craft. I take nothing away from this Champion woman. Hence, my theoretical assessment lies in the savvy business re-branding strategy and its cultural implications—to personalize the super human persona that has followed Beyoncé over the span of her career while ushering in a balancing act of feminism—is the focus of this post, not the person.

 

Independence has afforded Beyoncé the power to control her image and enter into a new realm. Reaching all via sameness is key to becoming the people’s woman. Her edited “intimate” revelation repeated keywords of woman, world, independence, love, motherhood…Beyoncé has realized her power  and is therefore free to revel in her purpose. It is now safe to integrate the superstar persona of her alter-ego Sasha Fierce as Beyoncé and re-emerge as self-assured and complete. 

Part girl next door, part mistress of the universe, Beyoncé now exudes a hip-thrusting sensuality that can be a little…intimidating. She’s hot, no doubt, but her eminence, her independence, and her ambition make some label her cool to the touch. Her allure lies in the crux of that tension…

She is ultimately declaring, “Women, we can have everything: we can look sexy, be powerful, work hard, run the business be all about family and have equality in a patriarchal world. This is freedom, this is feminism, this is womanhood.” The best way to empower others and start a movement is to meet people where they are and show them where they could be. Beyoncé has something brewing and I am very interested in seeing where it all goes. Something tells me it will revolve around the balance in feminism. The way she will serve it is sure to be dichotomous. 

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