Can use be feminist? Brands want to believe that like H & M and Monki make.
For decades, feminism was a social movement, a struggle for equal rights. Feminist * inside were either hairy women’s libbers, purple bib support * Interior or frustrated Furies, which need to get laid badly times (because, as we know, sex for everything is the solution). But now everything is different: the times in which feminism seemed about as attractive as neon green crocks are over! Feminism is officially announced. Instead of social movement, he has now become a somehow diffuse “empowerment” attitude – and that is wonderful to use for marketing purposes.
So everything is suddenly feminist: underpants (headline: “Bras you won’t want to burn”), shampoos, body care, toiletries. The American journalist Andi Zeisler is in her new book we were feminists once: from riot grrrl frustrated firmly to CoverGirl, the buying and selling of a political movement: “The struggle for gender justice has miraculously from a common goal in a consumer brand turns.” In contrast to the feminism as a movement is not about this ‘market feminism’ power to collective efforts – it is about an individual “feel good”-feeling, to the delightfully ambiguous “empowerment” just.
With shampoo to emancipation
H & M shows a series of self-conscious women accompanied by Lion Babes in his new autumn campaign, which, “she’s a lady”-cover, armpit hairs hanging around in bed, lying in the car sit and even admiringly look at in the mirror. The message: you decide what is a lady! Of course, it can, however, contact a nothing at all, just as little as against the #Monkifesto initiated by Monki: cool women who in short videos about the talk, what inspires you and makes up and doing in their Monki clothes look refreshingly normal. The fashion house Dior printed T-Shirts with the slogan “We should’nt all be feminists” and Yes, we should all.
What can we but can’t displace all these positive messages: that products will be sold here. On the back of a movement with unique social and political objectives. But targets, companies not and nor therefore is if fits an empowernde message to the product at all. H & M women want support allegedly – but obviously not the women who toil for pitiful wages in H & Ms textile factories. The iconic Dove “Real Women” campaign celebrated but different body shapes – we wanted to not do without Photoshop but yet. Pantene Pro V urges women not to apologize for everything (“sorry, not sorry”) – as a shampoo to help exactly, remains open. Perhaps, shiny hair (#ShineStrong) has superpowers, yes?
Dove “real women” campaign
Buy as a feminist Act
Now is the so-called “Femvertising” – i.e. advertising, which targets women and girls to “empower” – not a new phenomenon. 1968 managed the Virginia Slims cigarette brand successfully, to bring the Ciggy consumed until then mainly by men on the woman; with a campaign that showed a number of smoking women, to the saying “you’ve come a long way, baby”. Translates roughly: You have reached love women so much, and now you may get lung cancer as well as men. Looks like equal rights!
In the world of “market feminism”, buying itself becomes a feminist Act. I consume, therefore I am feminist in! However, the possibility for the consumer has not any * r. Diluted almost beyond recognition, the radicalized feminism, as he meets us in advertising, so is not as accessible and barrier-free, as we conveyed. Brands create’s such as H & M or Dove don’t really care, to change world views and structures – but to convey a good sense of individual women. This is not necessarily negative: for some, the road to feminism itself begins. It also shows that we now have arrived at a point, where anti-sexism is an effective marketing tool. However, Andi Zeisler: “The description ‘feminist’ is now used to throw over everything with praise, which is not obviously putting down, demeaning, and exploitative towards women.” A frustrating low benchmark.
Distraction from real problems
The “Femvertising” phenomenon is to ascribe much – the recognition that women are an important target group (surprise!), the power of social media. But it has nothing to do with that feminism is seen to suddenly as important and necessary – feminist beliefs are many still as an expression of whiny privileged women who can not even keep their mouth shut. No, actually we can distract us from the glossy feel-good feminism from real problems: feminist energy is directed by concrete forms of activism on clothes rails and cosmetics racks in the drugstore. This is not empowered, but even the opposite. The inequality in our society, the daily sexism, sexual violence and discrimination: Problems that will not come off with the purchase of a sweater or a body lotion are all let.
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