"Rebranding Feminism Contest". This is a thing that exists and it has a $2000 prize.
First I laughed like a hyena, then I wept and then I started to rage about the usual topics: the commodification of political action as a “brand”, the reward for individuals that promote said “brands”, consumer culture in lieu of critique, the promotion of values that empower only a small sector of women who can pay money to consume products (tied down to my usual “seeing red” moments when we are offered corporate participation in lieu of true liberation).
The supposed target audience is “men who care that there are two genders” and we already know the kind of “feminism” that this contest is promoting. One tied to old and rancid binary models that alienate and only enforce the existing status quo.
This kind of feminism doesn’t need any rebranding. This is already the way things have always been. They call it “feminism”, the only other naming I’d accept as valid would be “white, heteronormative, capitalist patriarchy”. And that doesn’t need any more marketing.
I would say this is a joke, but I’ve seen this sort of crap going on for far too long. It’s interesting to me that the choice to “rebrand” feminism is NEVER lets sit down and have extended year long conversations w/women of color, disabled women, trans women, immigrant women, etc. NOR is it ever “lets RESTRUCTURE feminism such that the goals/leadership structure is more indicative of the needs of the most marginalized women and their communities.”
it’s ALWAYS, we just haven’t *marketed* this the right way! let’s try a new way! marketing, even the best of it, doesn’t stop word of mouth that happens after people try your product, sorry to say.
I can’t imagine feminism being able to be reduced into a “brand.” I feel like feminism will never be popular because…well, we live in a patriarchal society.
"Is it really humorless, man-hating, elitist, white, privileged, dogmatic, judgmental and over?"
- Humorless? Not at all.
- Man-hating? Again, no - if anything, we think more highly of men than patriarchal society does, it just means we hold them to higher standards and they don’t generally like that.
- Elitist? Um. Yes. Think tanks, expensive fundraising dinners and events, most of it very high-academia, big-F Feminism is definitely elitist.
- White? Hahahahahaha. Ha. Fucking ha. You have to be amazingly wilfully dense to criticism to believe feminism doesn’t have a race problem, and by race problem I mean white women are in charge of everything and stubbornly insist that their experience of womanhood is The Womanhood Experience, silencing the voices of women of color no matter how many of them are going “no stop you are awful”.
- Privileged? Hahaha x1000. Yes. Yes it is. Like idek what to say if you think feminism is a magical privilege-free zone or something, as if all feminist events are carefully made accessible and feminism routinely works to address the concerns of working-class women and um remember that whole race problem thing, that is a privilege issue. So. Yes. A thousand times yes.
- Dogmatic? It does tend to be, yeah.
- Judgmental? Oh my fucking god yes it is. Sometimes that’s not a bad thing, like when it’s judging patriarchal bullshit in the public arena, but there’s definitely a lot of judging of other women for making the “wrong” choices, like doing sex work, or being a stay-at-home parent, or whatever else, which is the bad kind of judgmental.
- Over? Not remotely, but that’s not thanks to Feminism, Inc. That’s thanks to the women who are actually living it, and who are most often exactly the women your feminism DOESN’T include or support.
I mean this obviously doesn’t apply to all feminism everywhere. But the kind of feminism that has corporate sponsors and works on “rebranding” itself? Definitely.