Read Online Book We Were Feminists Once: From Riot Grrrl to CoverGirl®, the Buying and Selling of a Political Movement by Andi Zeisler

Feminism has hit the big time. Once a dirty word brushed away with a grimace, “feminist” has been rebranded as a shiny label sported by movie and pop stars, fashion designers, and multi-hyphenate powerhouses like Beyoncé. It drives advertising and marketing campaigns for everything from wireless plans to underwear to perfume, presenting what’s long been a movement for social justice as just another consumer choice in a vast market. Individual self-actualization is the goal, shopping more often than not the means, and celebrities the mouthpieces.
But what does it mean when social change becomes a brand identity? Feminism’s splashy arrival at the center of today’s media and pop-culture marketplace, after all, hasn’t offered solutions to the movement’s unfinished business. Planned Parenthood is under sustained attack, women are still paid 77 percent—or less—of the man’s dollar, and vicious attacks on women, both on- and offline, are utterly routine.

Andi Zeisler, a founding editor of Bitch Media, draws on more than twenty years’ experience interpreting popular culture in this biting history of how feminism has been co-opted, watered down, and turned into a gyratory media trend. Surveying movies, television, advertising, fashion, and more, Zeisler reveals a media landscape brimming with the language of empowerment, but offering little in the way of transformational change. Witty, fearless, and unflinching, We Were Feminists Once is the story of how we let this happen, and how we can amplify feminism’s real purpose and power. Read Online Book We Were Feminists Once: From Riot Grrrl to CoverGirl®, the Buying and Selling of a Political Movement by Andi Zeisler Full Free

Review :

“A shrewd survey…Zeisler serves up a series of subtle and fascinating vignettes, form a dissection of reality makeover shows to the history of the iconic ‘This Is What a Feminist Looks Like’ T-shirt, teasing out the tension between liberal politics and radical activism with all the smart banter you’d expect from an article in Bitch Magazine. This is a fun, funny, deeply learned book that is too clever to come to a simple conclusion.” –Laurie Penny,New York Times Book Review

“Artful and merciless…With this challenging book, Zeisler’s proved that feminism can be complex and hard and fun, too.” –Washington Post

“A deeply researched account…The best part about Zeisler’s writing on pop culture is that she doesn’t hate it; she’s a connoisseur, which makes her the most entertaining, well-informed of critics. She applies an almost encyclopedic knowledge of film, television, music, and advertising to reveal the funhouse-mirrorlike results of mainstream culture’s co-optation of radical ideas…Witty, well-informed prose.” –Rewire

“A vital commentary…An ambitious project where the author pulls off deep, intelligent analysis in a markedly conversational tone. Zeisler has delivered an accessible, nuanced critique of how representations of feminism have shifted over decades.” –Stacey May Fowles, The Globe and Mail

“Zeisler aims to illuminate the route by which feminism arrived at its current state, to draw us all into the fight to make it better by showing us how we might have contributed to making it worse…If marketplace feminism is a way to promise the powerful that feminism poses no real threat to the status quo, this anti-market feminism isn’t afraid to frighten the powerful. It is based in collective struggle. It is the only thing that will make change.” –Sarah Jaffe, The New Republic

“With delightfully dry wit, Zeisler carries the discussion of the portrayal of women in advertising, movies, television, and fashion both in the present day and recent history. …This thought-provoking yet sobering consideration of the current state of feminism emphasizes the need to continue to fight for full equality. Highly recommended for readers with an interest in women’s studies, pop culture, and the media.” –Library Journal, Editors’ Spring Pick 2016

“Spirited, witty, and ferociously incisive.” –Kirkus Reviews

“Zeisler’s analysis of what she calls 'marketplace feminism' is acute and endlessly relevant, highlighting the insidiousness of the coopting powers that be, and calling on feminists to direct their resources toward legitimate political action and reclaim feminism as an identity, not something commodifiable.” –Publishers Weekly


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