Anti Girl-Boss Campaign

In the last decade a new expression has emerged that highlights a type of woman who is striving to climb into a male-dominated professional world through hard work. The expression in Swedish is "Powerkvinna" and is synonymous with the English "girl boss" or "boss babe". Based on an analysis of the surrounding world it is made clear that the women in public who are often referred to by the term ; a) prioritize their appearance and encourage the consumption of beauty products b) are often in a heterosexual relationship and take care of their family. The ultimate power woman is thus a career-oriented woman who maintains stereotypes about femininity and gender. The term dresses in a false feminism that is backward-looking for feminist development. The power woman often results in high stress levels and in some cases burnout. Naming some women with the title, it must exclude others. Therefore we want to ask the question; What and who is a power woman?