Pseudo-feminism, also known as fake feminism or feminism appropriation, refers to the act of co-opting feminist rhetoric and ideologies for purposes that contradict or undermine the goals of feminism. It involves using the language and imagery of feminism to promote ideologies, products, or actions that reinforce traditional gender roles, objectification, or oppression of women.
Pseudo-feminism is often criticized as a form of pinkwashing, where corporations or organizations try to market themselves as supportive of women's rights and feminist values while engaging in practices that harm or exclude women. It can also manifest as individuals or groups claiming to be feminists while promoting misogynistic, anti-feminist, or regressive views.[1]
Critics argue that pseudo-feminism can be damaging as it co-opts and dilutes the meaning of feminism, undermining the efforts of genuine feminist movements. It is seen as a form of cultural appropriation, exploiting feminist discourse for personal gain or commercial interests without understanding or commitment to the underlying principles.[2]
Faux Feminism
Serene Khader is a feminist author who could be considered a critic of Pseudo-feminism. In her book "Faux Feminism: Why We Fall for White Feminism and How We Can Stop," she criticizes what she describes as "freedom feminism," arguing that it mainly serves wealthy, white women.[3] Khader specifically identifies three myths that she criticizes as ineffective in truly empowering women.
The Individualism Myth
This describes a view of feminism as empowering individual women to succeed in the workplace and acquire large amounts of wealth. Khader argues that this individualist view of feminism ultimately places women in competition with each other and empowers a few individual women, reinforcing the capitalist system that keeps the majority of women in their present circumstances.
The Judgment Myth
This is the idea that women can make whatever choice they want, with judgment of these choices being frowned upon. Khader describes this myth as a manner by which freedom feminists excuse inequalities in society by refusing to judge women in privileged positions, even when they're keeping other women out of these positions.
The Restriction Myth
This is the idea that sexism is a series of restrictions on women. Khader admits that women do face many restrictions in society, but simplifying feminism to fighting "restrictions" empowers some women to claim that they're strong feminists despite being indifferent towards the empowerment of all women, or even working against causes that aim for such empowerment.
Femvertising
Katie Martell is a feminist speaker who is currently on a campaign to investigate companies that use feminist messaging in their advertising.[4] She does this by applying a litmus test to these companies, which includes viewing their hiring practices, advertisements that may objectify women, their family leave programs, the diversity in their leadership and workplace, etc. Based on their results, Martell then places them on a spectrum, with the lower end implying that they only pay lip service to feminism and the higher end declaring that they are a legitimately feminist company with legitimately feminist advertisements.
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