Feminist's active in the 60s, 70s and 80s frequently ask 'where are the young feminists?' This article explores the commodification of feminism and its connections to girl culture. Young women are often feminist in principle but actively reject the label of 'feminist'.
"First Madonna, then the Spice Girls, and now Brittany Spears - they stole feminism from our daughters, replacing their untapped potentials for achievement and their burgeoning self-esteem, with low-rise jeans, belly tops, and lifestyles celebrating 'stupid girls'." This is a bold claim underscoring the disillusionment of many second wave, placard carrying, love-in loving, glass-ceiling busting, pay-equity supporting feminists who wonder "Where have all the feminists gone?"
Sound familiar, is this the feminist version of the 'when I was a kid' narrative that we heard so much in our youth and vowed never to do ourselves?
"I'm not a feminist." A third year student tells me. The university class nods in agreement. They aren't feminists either.
"Do you believe that all people should be treated fairly and with respect regardless of their physical body parts - black, white, big, small, old, young, protruding or recessed?"
"Well, yes..." She pauses, not sure what the point is. The rest of the class glance sideways at each other. A few eyebrows raise.
"Congratulations," I say, "you're a feminist!"
Labels are the issue here. Younger women resist the label of feminist but acknowledge the principles inherent in feminism. They associate 'feminism' with their mothers, with radicalism, with 'man-hating', with anger, with plaid shirts and cougar boots, and with tiny round glasses. They want long hair. They wear contacts. They love having breasts, and cleavage, and being sexually alive, and dating men (or women) who were raised by dynamic single moms. They spend at least an hour every week painting their toenails bright red, or blue. Why would anyone trade all that for feminism?
According to Noami Klein, this generation of youth is the first to grow up amid the tyranny of branding, an advertising technique that sells lifestyles instead of items, and personalities instead of principles. Branding means commodities represent who you are and what you stand for. A 'live strong' bracelet tells others who you admire, what sports you watch or music you listen too. When youth shop for clothes, they are lifestyle shopping. So what does this mean for feminism, equality, and social justice?
It makes sense that feminist mothers may argue that their daughters don't understand the politics and power dynamics behind their choice of lifestyle commodities. That feminism has become de-activated through commercialization. That you aren't a feminist just because you are wearing the right logo, and that wearing the logo doesn't make you a feminist. Feminism is something that comes from core beliefs that have nothing to do with purchasing ready made identities. But hasn't this always been the case? The outfit doesn't make the girl - third wave or second.
So what is really new here? Third wave feminists have internalized the ideals of feminism so much that the ideals are perceived as non-political in nature. Well of course women should be paid equally to men. Of course, men should share the childcare responsibility. The expectations of fairness and equality are definitely there. Congratulations feminist moms for raising the bar. Wearing low rise jeans and belly tops instead of carrying placards doesn't negate our daughters' desires for accomplishment and
happiness, and their visions for achieving it all.
Rather, the question for feminists to consider, and I think this is the real issue for us all, is 'to what extent is the life I am living consistent with my values?' Or, to put it more directly, 'what have I done lately to make this world a little fairer, a little more respectful, a little more feminist.' Perhaps buying a 'live strong' bracelet is a tiny step forward.
