Post by Eliza Baskerville-McCrystal

After three years at the University of Liverpool I have officially completed my degree! I am incredibly proud to have received a First-class grade for my 12,000-word dissertation. What began as an idea developed into months of research, focus groups, analysis, writing, and editing, ultimately becoming one of the most challenging and rewarding projects I have undertaken. My dissertation explored how feminism is used as a reputation-enhancing commodity in PR campaigns. Using focus groups and multimodal critical discourse analysis, I analysed L'Oréal's “Never Your Fault” campaign and Burberry's “Goddess” campaign. While commodity feminism has been extensively examined within advertising, my research sought to address a gap in the literature by investigating how feminism is commodified specifically within public relations. I am incredibly grateful to my supervisor,Wallis Motta , whose guidance, expertise, and encouragement were invaluable throughout this process.