These days feminism is on fleek, even in the least developed countries; being a feminist is the next cool, fun and sexy thing to be. Consumer capitalism has sold feminism to the masses and now it lost all its meaning. To be able to reach the masses, the movement of feminism had to undergo an ideological shift, to become more palatable to the mainstream., and the quoted price of this ideological shift is the core meaning of the whole movement.
This phenomenon is known under different names; for Andi Zeisler it’s the marketplace feminism, Angela McRobbie calls it post-feminism, Goldman referred to it as commodity feminism, and on a more humorous notes some dubbed it as cupcake feminism. This disguised form of mediatized feminism cloaks slogans such as “Girl Power” and “Neither Whores nor Doormats”, subverts the essence itself of the feminist movement by tying it to self-realization through material possessions and fulfillment through consumerism. Women found themselves trapped in a regime of truth that was preaching the end of women
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The shift moved from making women feel good about what they buy, to making women feel purposeful about what they purchase. Capitalism indeed provided women a visibility through its various products, from the mass media to the printed t-shits, passing by the beauty products; but visibility through capitalism does not necessarily further the cause. Quite the opposite the cultural consumption of feminism ends up reinforcing sexist tropes of objectification, and proclaims hat feminism is dead, that the movement has achieved its goals and now is the time to distance ourselves from the movement, since there is no need for the struggle anymore. The system is making feminism attractive to the masses not meaningful to