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THE BURDENS OF CARING

Abstract In this paper I use an ecofeminist and a postfeminist framework to assess two images from the long-running ‘I'd Rather Go Naked Than Wear Fur’ campaign by People for the Ethical Treatment of Animals (PETA). I find that, while sexism persists in these ads, the postfeminist context illuminates a specific problem in the way that hypersexualised models are not only objectified for men, but are positioned as celebrated exemplaries, whom other women should aspire to be. This exploits not just the naked models, but all women, as it falsely links sexualisation as imperative to animal protection and perpetuates female responsibility for the burden of care. Ultimately, I seek to show how a greater consideration and awareness of the overlapping struggles fought by social movements might strengthen their affinity coalitions.