Date of this Version
Published in Women’s Studies in Communication 36:3 (2013), pages 267–287; doi: 10.1080/07491409.2013.829791
This essay examines the rhetoric of choice as it is used by direct-to-consumer campaigns to persuade women to limit menstruation through the consumption of oral contraceptives. Using the tools of feminist rhetorical criticism, I trace how choice is rhetorically constructed to suggest that menstrual suppression is a path to individual empowerment while co-opting second and post-second-wave rhetorics. Finally, I explore the meaning of these constructions of choice and suggest broader implications for ongoing feminist movements.