Harvey describes the rise of ‘commodity feminism’: a term used to describe how some of the goals and language of feminism get taken up by companies and by advertising when they are trying to sell things. She continues to describe how using feminism to sell things or making feminism about consumerism can strip it of its politics – a charge that she levels at Elle in particular. “The December edition of Elle has the explicit ethos that feminism needs a rebrand,” states Harvey. “It presents feminism and the feminist movement as this old fashioned thing that we need to distance ourselves from and in its place puts this rebranded version of feminism that’s a bit safer and less about asking for very drastic social change.”
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