Packing Political Action: The Hyper Individualism of Commodity Feminism
Keywords:
Political Economy of Feminism, Neoliberal Feminism, Capitalism and Feminism, Commodity Feminism, Hyper Individualism, Unfair Labour Practice, Labour Exploitation, Fast Fashion, Limits of Liberal Feminism, Performative Activism, Fashion Feminism and Consumption, Globalised Labour ProductionAbstract
Commodity feminism is often seen as an unpleasant but predictable attempt to tap a market with increasing mainstream presence, and as a phenomenon which exists in isolation from authentic feminist discussion and action. This essay posits that authentic feminism is in fact eroded by commodity feminism, through the latter’s hyper-individualising effects.
By exaggerating the power of the individual, commodity feminism turns political action into an internal psychological process. This harms not only feminist movements but the women who occupy them, who may be left feeling increasingly impotent, and therefore more dependent on reclaiming power in a consumer context.
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