“You Go, Girl:” How Facebook and Instagram impacted the post-feminist construction of Electric Forest’s Women’s Program

Abstract

In February of 2016, Electric Forest — a four-day electronic music festival from June 23-26 in Rothbury, Michigan —announced a women’s only program called Her Forest. The initiative’s aim was to facilitate feelings of “connection, inspiration, and comfort” (Weiner, 2016) amongst the festival’s female guests. This MRP draws from past research on influence and postfeminism to consider how the Electric Forest brand, as well as its online followers, constructed and discussed Her Forest via Facebook and Instagram. A directed qualitative analysis was applied to 21 of Electric Forest’s Facebook and Instagram posts and 110 associated user comments. The analysis emphasized the powerful impact that social media applications have on the way in which corporate messages are expressed, received, reshaped, supported, and challenged.