As Defined by Goldman et al.(1991) commodity feminism is the use of feminist ideologies and discourses as advertising methods, a commodity sold for women with the idea that it adds to her value in work and home , and fetishizes the women body which reinforces the male gaze by commodifying the women’s body in a certain shape and looks. Commodity feminism works as a method for selling items to females with the message of “empowerment and liberation” for the sole purpose to sell the product and striping the feminist significance.
In this example, portrays a bunch of celebrities , successful business women selling the logo of Girlscan . This in fact only sells the product and doesnt make legislative or call for change for other women that face sexism, rape or are not able to land a job due to the society’s patriarchal choice of workers. Commodity feminism sells the idea that feminist ideologies have been achieved and use it to sell a product , by playing the innocent role ” we are empowering women”
The example i shared in my paper could be analyzed as commodity feminism , as the artist claims liberation and empowerment over her body and sexuality. The artist sells her prints and other projects at a high price. instead of challenging the patriarchy and sexism that still exists , this sends a message to the buyers that we have been liberated and empowered by just acting in a superior way and buying a print to hang it in our house.
The Catalyst magazine resists the hegemonic messages about weddings by having a diverse representation and challenges the main embedded ideologies about wedding , in terms of love , expenses and femininity. The catalyst magazine engages with the audience to create an inclusive online platform that embraces all and challenges the hegemonic point of view that weddings need to be expensive , feminine to be perfect. This challenges the ” common sense” of “systematic propaganda” . As defined by Engstrom (2007) systematic propaganda reinforces femininity and consumerism by trying to instill individuals with values, beliefs, and codes of behavior that will integrate them into the institutional structures of larger society. Hegemony becomes a common sense of opinions and beliefs , expected for the majority to accept as they are and be seen as normal and necessary.
Media and People 