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The 'angelification' of girls: Winx Club as a neo-liberal Catholic project

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This article examines and contextualizes the socio-economic model and values system from which the transmedial, transnational text that we call the Winx Project derives and in which it is produced. The Winx Project centres on an animated television series for girls and tweens, Winx Club, produced in Italy and distributed in 150 countries worldwide, but includes spin-off television formats, films, live and interactive entertainments, an amusement park and merchandising and fashion to compose a multifaceted, multiple 'text'. This plural text is employed to measure the functionality of the Winx Club within a global and transnationalized discourse of neo-liberal economics on the one hand and, on the other, a local context that reaches deep into the regional character of Social Catholicism to purvey on a global scale its ethics and values system.
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Keywords: Italian reception of anime; Social Catholicism; cartoon; edutainment; girlhood studies; neo-liberalism and girls; postfeminism; postfeminist media studies

Document Type: Research Article

Affiliations: 1: 0000000119411502 Dickinson College 2: 0000000122937601 Wesleyan University

Publication date: January 1, 2020

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  • The Journal of Italian Cinema & Media Studies (JICMS) is a fully peer reviewed English language journal, which explores Italian cinema and media as sites of crossing, allowing critical discussion of the work of filmmakers, artists in the film industry and media professionals. The journal intends to revive a critical discussion on the auteurs, celebrate new directors and accented cinema, and examine Italy as a geo-cultural locus for contemporary debate on translocal cinema.
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