Saturday 23 September 2017

Comment: Feminism has been hijacked - now it's a marketing tool to promote 'Brand Me'

Even Beyoncé, the ultimate marketeer, is in on the act with an illuminated backdrop of the word 'feminist' behind her on stage. Photo: Getty
Even Beyoncé, the ultimate marketeer, is in on the act with an illuminated backdrop of the word 'feminist' behind her on stage. Photo: Getty

Ita O'Kelly

During the boom here, if felt a little like all the women had got lost, indefinitely, in a shoe shop. But now feminism is back with a bang - and, it would seem, wearing new clothing.

But for all the young women who imagine that they have invented something new and exciting, I have news for them.

Feminism has been around for a very long time. The term comes from the French word 'féminisme' and was first used in English in the 1890s in terms of a movement for equal political and legal rights for women.

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