Claiming feminism: commentary, autobiography and advice literature for women in the recession

Abstract

Feminist academics have grown accustomed to the disparagement and misrepresentation of our intellectual endeavours in a climate of antifeminist postfeminism. Yet, in recent years, the position of public feminism has shifted as it is increasingly invoked by celebrities for whom it often functions as a credential of entrepreneurial self-branding. This article identifies and conducts a preliminary analysis of a set of female-authored print texts published in the wake of the ‘Great Recession’ and marked by a distinctly emergent monetisation/corporatisation of feminism. It suggests that these books respond to and further a sense of fraught female aspirationalism in an era of economic contraction and growing signs of neo-patriarchalism.

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