Repunctuated Feminism: Marketing Menstrual Suppression Through the Rhetoric of Choice

Abstract

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.