This study regards actress Emma Watson’s key speech launching HeForShe at the United Nations in 2014, with a special focus on the way she refers to men. The #HeForShe initiative ostensibly differs from traditional feminist approaches in its recognition of the importance of reaching out to men. This study aims to explore Понтон Д.М. Корпоративный феминизм? Эмма Уотсон и движение ООН #HeForShe Язык и текст. 2022. Том 9. № 2. С. 76–90. Ponton D.M. Corporate Feminism? Emma Watson and the UN’s #HeForShe Movement Language and Text. 2022. Vol. 9, no. 2, pp. 76–90. 77 tensions in her argumentation and within the movement itself. It uses a mixed method analysis that consists in the application of some traditional tools in the analysis of political rhetoric, evaluative language, framing, problem-solution, naturalisation, erasure. Results are to highlight a discursive tension in the portrayal of men that downplays their role as perpetrators of historical injustice for women and instead emphasises their victimhood. The conclusion brings out some of the corporate contradictions inherent in the HeForShe project.
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