I’ve been reading many articles that deal with the idea of rebranding feminism as of late, but one which especially amused me was this article in TIME, entitled ‘Ironic Misandry: Why Feminists Pretending to Hate Men Isn’t Funny’.
For a second, let’s put aside the fact that the author assumes that misandry is a real thing (hating men occurs, but the institutional oppression of men does not), and that it’s at all equitable with the oppression of women.
This particular article interested me because it asserted that feminists pretending to be misandrists hurts feminism’s PR. Sara Begley writes, “What feminists really hate is the patriarchy—the web of institutions that systemically oppress women. And to tear it down, we need as many allies as we can get.” She later adds, “To get folks on your side, you need an appealing message.”
Discussions about ‘rebranding’ feminism aren’t new. Last year, Elle UK decided to launch a project in which ad companies were tasked with rebranding feminism, resulting in heated discussion about whether feminism needs rebranding or not.