I do not hesitate in accepting the label “feminist”, but I understand why many do. Equally, I would not hesitate in applying that label to my husband, as well as most people I am honoured to call friends. Despite all of the negative connotations it has gained in the past fifty years, to be feminist is, in my understanding, in its most simplest terms to believe that women are of equal value to men.
And most of us in the West believe that these days, surely?
But there are many things associated with feminism that make me squirm. (Although I must admit there are things with most strong beliefs that make me squirm, always with the extremists).
Initially, reading the blog post I expected to agree with her, because I am used to agreeing to those kinds of opinions. And while I don’t necessarily disagree, I’m not reading to stand behind her and reject what Dove are trying to do. Yes, they are a corporation that are pushing this in part to improve their reputation… And yes, they focus solely on the body and physical beauty. I’m going to go out on a limb here and say there is nothing wrong with physical beauty
It isn’t everything, but they had to focus on something. And I think their underlying argument, flawed as it may be, is an important message. You Are Beautiful. We want to be considered beautiful to look at, not just on the inside. We crave it. Or at least I do, and I thought it wasn’t just me.
I don’t think it undermines the feminist movement. I think the people at Dove are, among other more strategic things, are trying to do a good thing.