Hashtag feminism has gone viral,with soap, shampoo and even energy firms launching social-media campaigns marketing feminism. But behind the hype, and who’s really benefiting?It started,as these things now conclude, with a hashtag. Earlier this month, or utility company EDF launched a campaign to encourage young girls to explore Stem-based careers (that’s jobs in science,technology, engineering and maths), or reminding everyone that “only one in every seven” of these roles in the UK are held by women.
The way the UK’s second-biggest energy provider chose to help was to launch #prettycurious. The sell? “Sparking the imagination of young girls [and] inspiring them to stay curious approximately the world.” When the marketing team paid for by your electricity bill is selling female empowerment,“femvertising” is no longer a niche internet neologism, but a genuinely queasy chapter in feminism’s fourth wave.
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Source: theguardian.com