November’s issue of Elle UK has tried to ‘rebrand feminism‘. This may make you stop in your tracks. Rebrand a word, movement, ideology…how does that work? As feminism is not a product per se, this does lead to inevitable questions. However the main purpose of this feature (I believe) is to bring feminism into the spotlight.
This means introducing it to women (or men) who have not previously considered feminist topics or thought-provoking questions (why are there inequalities in pay packets? Do women succeed as much as men in the workplace? Is there still gender bias?). It is also exposed to those who are aware of feminism and they are of course free to make of it as they will.
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