Consumer attitude 2018: The Ultra-modern Feminism
Introduction
The Merriam Webster dictionary has named ‘FEMINISM’ as its word of the year, after witnessing a 70% rise in searches for the term in 2017 as compared to 2016.
Almost half of all women find it too difficult to understand what being a feminist means, with older women being particularly unsure. It is not stupefying to find out that there is difficulty in establishing a definition of modern feminism, as there are innumerable opinions of what it means which in turn is creating ideological disaccord.
Almost half of all women find it too difficult to understand what being a feminist means, with older women being particularly unsure. It is not stupefying to find out that there is difficulty in establishing a definition of modern feminism, as there are innumerable opinions of what it means which in turn is creating ideological disaccord.
According to Mintel’s 2017 research on marketing to UK women, just 29% of women describe themselves as feminists.
Research suggests that the reason so few women identify themselves as feminists could be due to difficulties with the term’s definition.
Modern feminism is the belief in the social, political and economic equality of all genders, regardless of race, ethnicity, socioeconomic class, religion, ability and sexual orientation. Modern feminism understands the difference between “equality” and “equity”, and also realize that it can’t be achieved without their symbiotic relationship. “Modern day feminism combines issues of race, culture, social class, disability, sexual preference, and gender identity. This new feminism relies on the voices of women to share their frustrations, dreams, identity, and history.”
Multitudinous celebrity feminism and performative male feminists have promoted the idea that feminism is about “equality to all genders” and should not be confused with “misandry”, which is ingrained prejudice against men. This idea in turn is inspiring a lot of people to adapt to the modern feminism ideology.
As it’s quoted: “Feminism is a good thing. Some people who think they're feminists are bordering on misandrists – that's what gives feminism a bad name. They are not feminists if they put down men while bringing up women. People who hate the feminist movement because it puts down men don't hate feminism – they hate misandry.” [Source: William Shatner, Washington examiner]
People are gradually realizing that “self-empowerment” is being wrongly interpreted because of which it is creating a culture that is so focused on selfishness and greed, rather than structural changes. Focus on self-empowerment does not help create subsided childcare, it doesn’t help create social networks that have been pushed back by right wing governments around the world. If you’re only focused on yourself and getting ahead then you are not thinking about how you can make the world better for all women.
What is happening in 2018?
- Efforts to keep misandry out of feminism. There are still plenty of women who don't call themselves feminists and hoards of men who refuse to get on board with the movement, because a lot of the rhetoric around women's rights centers on digging men out. Eliminate the toxic masculinity myth that all men are excessively virile, aggressively sexual predators.
- “Women don't want to be equal to men. Men are not the standard of humanity. They want to live on their own terms free from violence.”
- Women are choosing ‘freedom, independence’ over relationships with men.
- Women are choosing ‘freedom, independence’ over relationships with men.
- Homosexuality as a fault in feminism. The linking of emancipation and homosexuality underscored the important role of “sexual politics” for the women’s movement.
- Queer Feminism referring to the identity struggles and the new pluralism which is the existence of different types of people, who have different beliefs and opinions, within the same society.
- Feminism and Promiscuity – In a proactive and passionate reassessment of women's liberation, a highly sexualized new generation of girls is discovered.
- “No shave armpit” hair movement is growing among young women. On social media and red carpets, from New York to China, hairy underarms are having a mainstream moment.
Women are proudly showing off their growth on Instagram and YouTube, and it’s not just Miley Cyrus anymore. Jemima Kirke of “Girls” flashed her fair-coloured au naturel look – earning some cringes at the June 1 CFDA awards, one of the top fashion events of the year.
Women are proudly showing off their growth on Instagram and YouTube, and it’s not just Miley Cyrus anymore. Jemima Kirke of “Girls” flashed her fair-coloured au naturel look – earning some cringes at the June 1 CFDA awards, one of the top fashion events of the year.
- Not being fat, not being skinny but being fit.
- Gender Studies Association – Women's spring: Feminism, Nationalism and Civil Obedience – The aim of this conference is to explore the ways in which female activists and artists responded the resurgence of the far-right nationalism and the twin evil of religious fundamentalism.
- The increased entry of women into the workplace beginning in the twentieth century has affected gender roles and the division of labour within households.
- Gender-neutral English is a description of language usages which do not recognize gender and are aimed at minimizing assumptions regarding the biological sex of human referents.
- “HeForShe (often referred to as He for She) is a solidarity campaign for the advancement of women initiated by UN Women. Its goal is to achieve equality by encouraging men and boys as agents of change and take action against negative inequalities faced by women and girls.”
“A feminism based on the Liberation Ethic would question the very foundations of our work and family lives. It would attack the ‘masculine’ obsession with narrowly defined profit and productivity. It would demand generous social welfare programmes and part-time jobs with good pay, interesting work, and room for advancement. It would help people transform marriage to work for them – or create different kinds of relationships that suit them better. It would ditch the false dichotomy of dependence and independence and acknowledge that, in a complex human society, we are all necessarily interdependent. Above all, it would argue not that women should live more like men, but that everyone, regardless of gender, should live more like they want to.
Real equality won’t come from cajoling men or women into doing work we’d rather not do – at home or at the office. It will come from offering us all better lives.”Feminism redefined globally
January 1, 2018
Iceland is the first country to make it illegal to pay men more than women. Equal pay policies is now mandatory for companies with 25 or more employees. Those that cannot show that they provide equal pay will be subject to fines. Iceland is already a leader in gender parity. The World Economic Forum (WEF) ranked Iceland as the top country for gender equality for the last nine years based on criteria involving economics, education, health, and politics.
January 28, 2018
All-women crew sailboat of Indian Navy docks at UK Island. An Indian Navy sailing team out to make history as the first-ever voyage by an all-women crew to circumnavigate the globe, and is now docked at Port Stanley, the capital of Falkland Islands a British Overseas Territory.
February 1, 2018
Three-parent babies permitted in the UK, second country to allow controversial procedure: Babies with three parents could be born in the United Kingdom soon, now that regulators have given doctors at a Newcastle clinic permission. The babies are still conceived from two parents, but genetic material from one woman is inserted into another's egg to prevent the child from being born with an inherited disease. Two women who are likely to pass a rare genetic condition on to their children will be the first to receive the treatment.
February 19, 2018
Women in Saudi Arabia can now open their own businesses without the consent of a husband or male relative, as the kingdom pushes to expand a fast-growing private sector. The policy change announced by the Saudi government also marks a major step away from the strict guardianship system that has ruled the country for decades, according to the report published in the Dawn.
February 19, 2018
In a step towards women empowerment, the Indian Railways has handed over the Gandhi Nagar railway station to an all women crew. Employees working at this station are well trained, CCTV cameras and sanitary napkin vending machines were installed before handing it over to the staff.
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