Feminism has hit the big time. Once a dirty word brushed away with a grimace, "feminist" has been rebranded as a shiny label sported by movie and pop stars, fashion designers, and multi-hyphenate powerhouses like Beyoncé. It drives advertising and marketing campaigns for everything from wireless plans to underwear to perfume, presenting what's long been a movement for social justice as just another consumer choice in a vast market. Individual self-actualization is the goal, shopping more often than not the means, and celebrities the mouthpieces.
But what does it mean when social change becomes a brand identity? Feminism's splashy arrival at the center of today's media and pop-culture marketplace, after all, hasn't offered solutions to the movement's unfinished business. Planned Parenthood is under sustained attack, women are still paid 77 percent-or less-of the man's dollar, and vicious attacks on women, both on- and offline, are utterly routine.
Andi Zeisler, a founding editor of Bitch Media, draws on more than twenty years' experience interpreting popular culture in this biting history of how feminism has been co-opted, watered down, and turned into a gyratory media trend. Surveying movies, television, advertising, fashion, and more, Zeisler reveals a media landscape brimming with the language of empowerment, but offering little in the way of transformational change. Witty, fearless, and unflinching, We Were Feminists Once is the story of how we let this happen, and how we can amplify feminism's real purpose and power.
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About the Author
Andi Zeisler is a writer, editor, and cultural critic. She is the cofounder of Bitch Media, the nonprofit best known for publishing the award-winning quarterly magazine Bitch: Feminist Response to Pop Culture, which has over 50,000 subscribers. Zeisler is extremely plugged into the community of feminist bloggers, her writing on feminism, popular culture, and media has appeared in newspapers and magazines including Ms., Mother Jones, BUST, the San Francisco Chronicle, the Los Angeles Review of Books, and the Washington Post. She regularly speaks at colleges and universities and holds interviews in various national publications and radio programs around the country. She has been featured and interviewed in publications like the New York Times, among others.
Table of Contents
Part 1 The New Embrace
1 The Corridors of Empower 3
2 Heroine Addicts: Feminism and Hollywood 29
3 Do These Underpants Make Me Look Feminist? 59
4 The Golden Age of (Feminist) TV 81
5 Our Beyoncés, Ourselves: Celebrity Feminism 111
Part 2 The Same Old Normal
6 Killer Waves 141
7 Empowering Down 169
8 The Rise of Big Woman 193
9 Creeping Beauty 221
Epilogue: The End of Feel-Good Feminism 249