ABSTRACT

By interviewing self-proclaimed feminists with small-scale businesses who sell feminist commodities, the aim of this article is to understand why and how the market has become an arena for doing feminism and what this can tell us about contemporary feminism. Using theories of postfeminism and popular feminism in combination with Lacanian discourse theory, the analysis shows that feminism is renegotiated into ownership by reshaping the feminist discourse of sisterhood into business support and advice. Furthermore, competition is reshaped into a positive value of expanding the feminist community, and making profit is reshaped into a feminist discourse of equal pay. Business feminism produces an individual, visible, affluent and entrepreneurial feminist subject who does not challenge economic structures or ownership conditions.

摘要

通过与销售女权主义商品的小型企业面谈自self为女权主义者的女性，本文的目的是了解市场为什么以及如何成为进行女权主义的舞台，这可以告诉我们有关当代女权主义的信息。将后女权主义和大众女权主义的理论与拉康主义话语理论相结合，分析表明，通过将姐妹情谊的女权主义话语重塑为商业支持和建议，女权主义已重新谈判为所有权。此外，竞争被重塑为扩大女性主义社区的积极价值，而获利则被重塑为同酬的女性主义话语。商业女权主义产生了个人的，可见的，富裕的和企业家的女权主义主题，它不挑战经济结构或所有权条件。