I will attempt to answer the following questions: what does it mean to be a modern feminist? More importantly, what does she look like according to popular culture? Well let me start by stating, contemporary depictions (at least the ones that I readily encounter) suggest that she is stylish, independent, hardworking and makes all her own choices. She is feminine, but not too “girly”. A move away from pink loving entrepreneur, Elle Woods, played by Reese Witherspoon in Legally Blonde. Someone more like Jules Ostin (from the movie: The Intern) fits the new prototype of a modern feminist. This woman is depicted as the quintessential all-encompassing 21st century women. She is a successful entrepreneur, a mother and a loyal wife. She embodies these figures and navigates through her duties without compromising with her desires, or at least this is what we are led to believe. The character of Jules seems to persuade the viewers that feminism is bound up with choice. In other words, a truly free and independent women should be able to do whatever she wants without feeling the need to apologise. For instance, Jules sternly decides by the end of the film, to choose her business and make a decision that could be interpreted as a selfish one. This leads me on to the second adjective (selfish) scarcely used but always implied in representations of feminists. Women of today (like Jules) should be able to make choices which truly only benefit them, if this is what they desire. Individualism is at the heart of these types of depictions. The human is presented as an individual with respective needs, rather than as a member of collective cohort with the same desires and requirements.
Nudity is now also seen as a choice. Kim Kardashian posting nude selfies just because she can, is an example of this. However, the backlash that she received from people indicates the work that still needs to be done in order to eliminate double standards, and misogyny.
The notion of choice is reinforced in the perfume adverts such as Paco Rabanne’s Lady Million. It depicts model, Dree Hemmingway obtaining items of her desire by a snap of her fingers. As wishful as this might sound, this advert has over 2 million hits on YouTube, and has achieved its function of luring women into stores. Despite its many flaws, the Paco Rabanne advert underlines post-feminist ideologies. More specifically, the notion of a modern woman being able to attain through her own will and abilities (in this case by the snap of the fingers). This post-feminist message may have appealed to the consumers, as the onus is placed on the individual, and the problem of gender is eradicated. Popular culture is turned into a platform where feminist ideas are contested and transformed.
Even though, many Hollywood feminist interpretation are moving towards this representation, there are still movies and music videos depicting feminists as man-hating, aggressive and “bitchy” women. Rob Kardashian compares Kim Kardashian to Amy Dunne (the psychotic killer from Gone Girl) in a social media exchange. Posting this picture:
This may have been a “heat off the” moment Instagram post for Rob Kardashian. To me, this was a significant moment in revealing the stigmas a successful modern woman faces. She is scary, and depicted in this manner by many. If you turn on your electronic device and type the term “feminist” in google, the first image that is generated is of Chanty Binx. She is also known as Big Red. Binx is known for her expletive filled response to men’s rights activist group.
This video has over a million hits on YouTube, and the comment section is filled with anti feminism rhetoric. For instance, one comment suggests that Binx has dyed her hair with “men’s blood”, and another person describes feminism as a “hate group”. Unfortunately, this is another dominant image of feminists circulating in the realm of pop-culture. Arguably, a social movement that began in order to fight for gender equality is slowly being turned into a hate movement. Furthermore, according to these example, popular culture has the ability to diminish the importance of feminism in contemporary society. Many understand feminism as an anti-male movement which restrains women, and are advocating its irrelevancy. The meaning and significance of feminism is being revised and contested. The overarching question which is being disputed is whether or not feminism is still necessary.
The importance of feminism in modern society is even more susceptible to criticism, as it is now become “fashionable” to endorse this movement. Many celebrities are using feminist ideologies to explain their actions, and this is arguably devaluing its historical significance. Political activist Germaine Greer publicly criticised Taylor Swift and her “squad” for overusing this term for their personal gain.This urges the question: is popular representation having an adverse effect on all the achievements of feminists, suffragettes and social activists?
twenty first century popular culture 