Feminist erotic shops, driven by both consumption and activism, are cultivating a discourse of sexual positivity. Their primary mission revolves around establishing a safe space where women can comfortably explore their own sexuality and discover female orgasm. This proactive discussion concerning female sexuality has significantly impacted evolving perceptions of the sexualization of women. Central to this transformation is the vibrator as a crucial instrument that second wave feminist consider as a means to empower women's sexuality. Post-feminist, however, approaches vibrators from a distinct perspective. They associate this erotic tool with an active female sexuality, augmenting the potential for women to attain orgasm. The theoretical framework underpinning this novel concept of female sexuality is constructed through dialogues encompassing neoliberal consumption and shifts in societal paradigms within the realm of relationships. Moreover, this framework is substantially influenced by the ongoing process of individualization among individuals.
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