Professional paper
The Turn From a Lifestyle to a Way of Life: The Experience of Liberal Feminism
Milica Vulović
Vladimir Terzić
Abstract
In this paper the phenomenon of liberal feminism commercialization is problematized. The critical analysis will be done with concepts which Micheletti and Stolle apply to social movements in the article “Consumer Strategies and Social Movements.” The aforementioned concepts being: triangle of change, lifestyle commitment, citizen-consumer, and political consumerism. The goal of the paper is to criticize some aspects of the “feminist lifestyle.” The appearance of a “triangle of change“ refers to a collaboration between the state, businesses, and social movements with a common goal of influencing how an individual makes a lifestyle commitment. The adherent of a social movement becomes the activist by way of commercial consumption of “engaging” media. That way the social movement itself becomes an instrument of consumer society. Micheletti and Stolle consider that one of the key strategies of commercialized social movements is emotional alleviation of burden of a consumer by means of creating an image of an engaged and politically conscious person. The spotlight is on values of personal autonomy and the power of an individual in relation to the society as a whole, while the real function of that strategy is maintaining corporate capitalism and commercialization of all aspects of life.
Keywords
Hrčak ID:
253233
URI
Publication date:
5.3.2021.
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