Gender Politics: Entry #4

Feminism: It sells 

Feminism was (probably still is) a movement aiming for women to be free, self-reliant and responsible for their own choices along with having equal treatments on par with men. As of now, feminism is currently used for another purpose: profit.

Feminism is being used by advertisements as a brand that deliver a message with a powerful tone that echoes empowerment towards women in hopes this will persuade them into purchasing their goods and services. This shows that feminism is proven to be an effective brand tool that aids advertiser in selling their products and services towards women. 

Using feminism as a marketing tool seems to work empowers women by making them feel strong and independent, which elevate their self-esteem because women are insecure as they are known to be emotionally sensitive. 

This makes it easier for businesses to use feminism to exploit the insecurities of women if not, exposing their gullibility in an attempt to manipulate women through influencing their decisions to buy their products and services so women will feel empowered. After all, one of the aspects of feminism is about female empowerment. 

One of the examples of businesses/advertisers of using feminism as a brand to sell products to women is Marvel's editorial decision recast Thor, a superhero inspired by norse mythology in the main marvel universe known as Earth-616 into a woman.

This move has generated controversy because Thor has always been male not only in the history of comics, but in Norse mythology and some see this as an another gimmick to generate profit at the risk of undermining the history of the original Thor along with making an impact on the credibility and history of Norse Mythology itself, the source of Marvel's Thor. But as long as this strategy makes comic many fangirls and fanboys happy that Thor is being portrayed as a strong female character that empowers women, Marvel's bank balance is happy with reinforced monetary gains, which confirms that feminism sells.

Strong Women, its sells, GIRL POWER!!!

Feminism can be used to objectify women in fields, which includes media, politics, sports, businesses by portraying them as "feminist icons". A good example is Beyonce, a grammy award-winning singer, songwriter and actress that delivers strong messages that empowers women through her songs to be strong and independent (Me,myself and I) to be sexy (Partition), to be in control and remain true to their beliefs (Run the World). 

Sexy & Fierce: Feminist Icon right there!

Another good example, perhaps a perfect one than Beyonce is Olympic gold-medalist Jessica Ennis, who has not confirmed that she is a feminist, but she doesn't need to as her brilliant performance at the 2012 Summer Olympic games had made her into a role model for women from all ages and background to look up as a source of inspiration for to achieve their goals and never give up, even when the odds are against them. 

Because feminism recognising successful women as role models, advertisers can use them as feminists icons so businesses can sell their products and services towards women under guise that they will feel empowered just to elevate their self-esteem. Ironically enough, these successful women are being objectified by women, including feminists themselves as icons for the purpose of inspiration and empowerment towards women, which confirms that while feminists loath objectification of women unless it suits their agenda. Now here's a penny for a thought: women are being objectified, but by who, men or women? 

I guess as long as women are buying products and services from businesses under the pretence that they are empowered and being liberated from their insecurities along with businesses getting rich off feminism, then it's safe to say that feminism does sell.