Barbie, Beyoncé, Netflix, what do they all have in common? Pop feminism. But what is this new trend? In fact, is it a trend or a movement at all? Let’s delve into pop feminism, which is gaining momentum thanks to new media: social networks. 

Feminism is a militant movement that defends equality between men and women. Feminism isn’t just one current, it’s several: today we find radical feminism, intersectional feminism, liberal feminism, universalist feminism, and so on… But today we’re not talking about the divergences within the feminist movement, we’re talking about this new phenomenon – pop feminism. Today feminism is not restricted in an intellectual and academic sphere, and thanks to the new wave of feminism of the last decades, social networks and other media  share the idea, and this is pop feminism. 

Pop feminism emerged around ten years ago, from a mixture of pop culture and feminism. Its emergence comes from pop culture stars, films and TV series, but also from major brands that spread the message of feminism through their content. The feminist message they share is one that is understandable, accessible to all and easily consumed by the masses.

Pop feminism is virulently criticized by certain currents of feminism as mainstream feminism using washing feminism to sell an idea, feminist content; taking advantage of the rise of feminism, and giving itself a good image, that of a progressive, deconstructed brand. However, it has also opened up the discussion around feminism, the beginning of a debate, greater representation of women in the public sphere and also feminist figures in films and TV series. 

And how can we talk about pop feminism without mentioning the film Barbie, which came out last summer and caused quite a stir among feminists. Directed by Greta Gerwig, the film is a perfect example of what pop feminism can be today. The director has chosen to talk about the condition of women in our society today, in a funny, relaxed tone, but always with an awareness-raising approach. And how could she fail to do so, using the image of Barbie, the world-famous and controversial doll.

And that’s without the help of great female artists, spreading a feminist message on a grand scale, touching all generations. I’m referring, of course, to “Queen Bey”, or Madonna, the queen of pop. Beyoncé, who during the VMAs showed the world part of the lyrics of Chimamanda Ngozi Adichie’s “We should all be feminist” speech. Or Madonna, strongly criticized for her age throughout her career, as well as sexualized, but who continues to convey a feminist message open to all communities. 

The main criticism of pop feminism is the “feminism washing” of big brands, which use these feminist ideas to give themselves a good image. But are they sincere? Or are they just in it to make a profit? I’ll leave you to make up your own mind on the subject. But this isn’t the first time we’ve seen this marketing technique. We’ve seen the same process with its predecessors, such as greenwashing for ecology. And that’s why pop feminism is questioned by some feminist movements, seen as discrediting, but still not inclusive enough for other activists.

But pop feminism is also being taken up by major corporations and highlighted through series on the new streaming platforms. In recent years, therefore, we’ve seen the importance of representing all communities, and also of highlighting feminist figures. In particular, series such as Orange is the New Black, Queen’s Gambit, or Good Girl, which offer us female figures who break away from stereotypes. But the same questions arise: is the aim to inspire new generations? Or simply to fulfill a quota of representativeness and gender equality, thus avoiding fallout and controversy? 

Today, pop feminism is helping to normalize the movement, making it accessible to everyone and opening up a debate that needs to be communicated. Inspiring young women as well as men on this subject has become an issue for pop feminism. And that’s without counting on the help of major brands, artists, films and series to carry this message. 

Chloé Le Cair

Sources:

Cairn – Regard : Analyse d’une tendance : le pop féminisme et ses nouvelles représentations du féminin

Dièses – Féminismes et pop culture: vers une représentation juste des minorités? 

Sage Journals – Female representation in Netflix Global Original programming: A comparative analysis of 2019 drama series

Youtube, Sciences Humaines – Barbie, Buffy, Beyoncé… Qu’est ce que le féminisme pop?