Feminism has a “brand”? A recent contest – still running, if you want to get in on it! – asks for suggestions about how to “rebrand feminism.” The contest has corporate sponsors. Saying that although feminism “has brought us the right to vote, drive and have our own bank accounts,” it is nonetheless the case that “Feminism has been given a bad rap, and gotten a bad rep.” Elle UK’s November issue does the same, claiming to rebrand “a term that many feel has become burdened with complications and negativity.”
I suspect that most readers here at Feminism and Religion will have similar reactions to this development: disgust and distaste. Why do feminists need to overcome the negative stereotypes and reactions that are used to dismiss them by anti-feminists? Most of us have heard the usual derisive responses, I suspect, and are tired of being instructed that it is our responsibility to overcome stereotypes we have done nothing to earn. I once wrote the words “feminist” and “Christian” on the board in an introductory theology class, and asked students what the first word that came to mind was in each case. Predictably, the first response for “feminist” was “femi-Nazi.” The student wasn’t intending to imply that such a designation was fair, but the immediacy of the reaction was telling. So why should feminists subordinate our political and social aims to corporate self-promotion? And is feminism really just about getting the vote, being able to drive, and having bank accounts? This list of issues brings together the trivial (when were women unable to drive in the UK or USA?), the liberal status quo (voting), and the assumption that feminism means the full ability to participate in the capitalist system. That’s not to suggest that these concerns are unimportant. But all of them involve acceding to an already-constituted public, financial, political, and social space. Is feminism simply about, as so many popular invocations have it these days, equality and giving women the same opportunities as men? Continue reading “Rebranding Feminism by Linn Marie Tonstad”


“A woman can spin a primal umbilical rope within her womb through which she passes life-energy to the future.” –Melissa Raphael






