Periods of Austerity: The emergence of “period poverty” in UK news media

Abstract

Copyright © The Author(s) 2022. This article analyses the emergence of the discourse of period poverty in UK news media across a two-year period. Using thematic analysis and discourse analysis, I analyse three themes: the focus on the schoolgirl, the silencing of the austerity context and the preoccupation with products and public figures to solve the structural issue of period poverty. In doing so, I argue that period poverty has emerged in the cultural sphere due to three key, and intertwined, forces: the continued dismantling of the welfare state and individualising of poverty, an escalation of mainstream feminism and feminist activism around menstruation, as well as high-profile individuals (celebrities, MPs, royals etc) supporting period poverty as philanthropy. This article brings together literature on austerity media culture and mediations of mainstream feminism/s. It expands scholarship on austerity media culture by analysing how the novel discourse of period poverty continues to individualise poverty and justify the ongoing dismantling of the welfare state, and it furthers scholarship on mainstream feminism/s by examining how the discourse of period poverty connects mainstream feminism/s with austerity and class.