We Were Feminists Once by Andi Zeisler (2016)

A survey of the various ways that the corporate world has exploited, trivialized, and distorted feminism.

Book Review: We Were Feminists Once covers a such a wide range of issues and approaches to feminism that it left me a little breathless. The subtitle is "From Riot Grrrl to Covergirl, the Buying and Selling of a Political Movement." It could also be called "a practical guide to feminism in everyday life." Within her central theme of the many ways that feminism was co-opted by cynical corporate marketers (what she calls "marketplace feminism"), Andi Zeisler covers economics, history, politics, diversity, sociology, psychology, and the incredible array of societal issues facing women today; there's even a well-deserved shout out to John Stuart Mill. The book is well written, with just enough snark to keep the reader entertained, but not so much that you doubt the efforts at objectivity of a writer pushing a certain position. Zeisler writes well, clearly, and to the point. Overall, she is not only convincing but presents as someone you'd love to spend a long afternoon (into evening) with over coffee, solving all the problems of the world (especially if you're a fan of Bikini Kill). The series of issues she discusses could have become any number of magazine articles or at least 10 different books.

We Were Feminists Once includes examples of her theme that are virtually endless: Miss Piggy winning an award previously won by Toni Morrison; feminist yogurt, cigarettes, credit cards, and fashion. Yikes. Among many, Zeisler also has an interesting take on the Bechdel Test, trashing within the community, and recognizes that feminist celebrities can do little in a system in "which gender inequality is ... unquestioned," in industries which make fortunes from "stereotyping and devaluing women." She notes that the commercialization of feminism does nothing to address wage inequality, education, child care, contraception, the pay gap, reproductive freedom, campus sexual assault, and sexist media. There's a lengthy take on "empowerment" (noting that word originated in the African American community) and what it's come to mean. Zeisler's most devastating (and most controversial?) position is that so-called "choice" feminism is not feminism at all: feminism is equality and autonomy, and anything that doesn't forward those goals is not feminism (I may be oversimplifying, but that was my takeaway). We worry way too much over whether certain actions or activities "are feminist," or whether certain of our daily habits make us a "bad feminist." Stop worrying! Zeisler also recognizes the millions of women "who were erased by movement feminism," although that's not the focus of this book. Points that I disagreed with her include that (quoting someone else) she laments that television is becoming more diverse to make money, rather than from a "moral or ethical" obligation -- I see that as a clear win. I also think she was too hard on the (admittedly flawed and too non-diverse) Lilith Fair -- it's wrong to blame the actions of drunken frat boys on a woman-focused festival. She also seems to believe that girls prior to the modern consumer era didn't worry about their looks -- has she read Jane Eyre?

While the reading was easy and interesting, it wasn't a particularly quick read for me, as even Zeisler's breezy manner was filled with thought-evoking statements and issues. I learned more about the intricacies of many topics, and We Were Feminists Once clarified my thinking, developing a more rational, nuanced, and consistent approach to feminism. If there is criticism of the book as light on solutions, my disagreement would be based on the author's stress on logical thinking and clear-cut approaches to issues, that provide all the solutions needed. My criticism of the book is only that more footnotes for information sources would have been invaluable and too often an anecdote stands in for evidence or data; sometimes she relies on "cuz I said so." But other than those quibbles, Zeisler makes clear that wearing a t-shirt reading "feminist" doesn't make the wearer a feminist any more than waving a flag makes the waver a patriot. If you're interested in how feminism has been damaged and deformed by corporate marketing, and learning a lot along the way, We Were Feminists Once is the book for you.  [4★]