Commercialization of Feminism

Neoliberal Feminism

The waves of feminist movement showed differences between each other and the transmission from the first wave to third wave changed the way people see feminism (Groeneveld, 2009). Some of the terms are important to understand the third wave of feminism and its relation to neoliberal feminism which are 'consumerism, state feminism and market feminism'. (Groeneveld, 2009 & Kantola & Squires, 2012) This transformation and the way people see feminism created the discussion topic about the commercialization of feminism which some people see as a negative thing. Some people see it as a negative thing because they argue that, the way feminism works is not the right way to reach gender equality (Kim, 2011).

State Feminism & Market Feminism:

Johanna Kantola and Judith Squires (2012) emphasizes on the shift from State Feminism to Market Feminism in their article. State feminism refers to the institutions which works toward gender equality and any other policies that relate to Women. The aim of 'State Feminism' is to reach gender equality and to promote this life-style into society.

The neoliberal way of thinking led state feminism to turn into market feminism. Some argue that, this transmission can be seen as a positive thing while some argue it is an another game of capitalist order. Market Feminism is the liberal way of reaching gender equality by using market and the idea of consumerism (Kantola & Squires, 2012). Also, this liberal way of reaching gender equality includes using girl bodies to attract people,however, so many people show opposition to this idea.

ELISABETH PRÜGL (2015) argue that Market Feminism support corporation of women and take an opposition against patriarchal marketing. However, it is also important to note that, Market Feminism indirectly promotes capitalist marketing and uses feminism to create new markets and sell more products. As a result, this transformation can be seen as the process of commercialization of feminism.

Cooperation or Stealing?

It is clear that market feminism promoted gender equality and created the era of neoliberal feminism. However, one of the controversial topics was the usage of breast cancer and feminism to sell more products. Many people argue that, companies use women and their bodies to sell more product by seeing feminism as an opportunity and due to that Emily Waples (2014) refers to the breast cancer related marketing as "the perfect capitalist disease". So, it is not easy to answer if the Neoliberal Feminism promotes cooperation or promotes companies to sell more products and create new markets. However, according to Yeran Kim (2011), it promotes both and for some people; it is not acceptable to be a part of capitalism to support feminism and seeing this movement as an opportunity to earn more money and for some people; it is logical to use this marketing system if it is possible to promote feminism.

Do we really need to be opportunistic? :

We all should ask this question to ourselves which is 'Do we really need to be opportunistic?'. Seeing feminism as an opportunity to promote capitalism, using female bodies to increase sales and even creating new ways of marketing by using breast cancer. I think, the most important thing that all people should realize is the importance of morality. Transmission from state feminism to market feminism or the new era of Neoliberal feminism shouldn't be the hope to reach gender equality but morality, kindness and unity should be.

Effective Altruism:

According to Helen Toner (2014) effective altruism is not calling ourselves “effective altruists” or not "a particular set of beliefs or policies has some interesting and useful implications" but asking “How can I do the most good, with the resources available to me?". So by using this idea, everyone can promote gender equality and instead of acting due to the way society works and do good but use everything as an opportunity, everyone can just do good for others and as a result all people can enjoy being equal and unity. By doing that, people can prevent each other from suffering and overcome this irrational way of thinking.

References:

Groeneveld, E. (2009). 'be a feminist or just dress like one': BUST, fashion and feminism as lifestyle. Journal of Gender Studies, 18(2), 179-190. doi:10.1080/09589230902812471

Waples, E. (2014). Emplotted bodies: Breast cancer, feminism, and the future. Tulsa Studies in Women's Literature, 33(1), 47-70.

Kim, Y. (2011). Idol republic: The global emergence of girl industries and the commercialization of girl bodies. Journal of Gender Studies, 20(4), 333-345. doi:10.1080/09589236.2011.617604

Prügl, E. (2015). Neoliberalising feminism. New Political Economy, 20(4), 614-631. doi:10.1080/13563467.2014.951614

Kantola, J., & Squires, J. (2012). From state feminism to market feminism? International Political Science Review / Revue Internationale De Science Politique, 33(4), 382-400. doi:10.1177/0192512111432513

Toner, H. (2014, October). Effective Altruism is a Question (not an ideology). Retrieved from http://effective altruism.com/ea/9s/effective_altruism_is_a_question_not_an_ideology/