Since the rise of commodity society，Women have been playing an important role in the booming consumer culture。But，With the emergence of the modern feminist movement，Women are angry about their phenomenon as the target of consumption。The new wave has changed the image of women in the commodity society。Subsequent，Because the products that advertise feminist products are more likely to be purchased by women，So the economic value of feminism has gradually attracted much attention。Drive by the benefit of capital，Although feminism is increasingly accepted by enterprises as a kind of ideology，But they tried to transform the connotation of feminism，Integrate feminism and commodities，This has created a new form of "Commodity Feminism"。

The concept of "Feminism of Commodity" was proposed by Robert Goldman in the 1990s，refers to the commercialization of "feminism"，Products are given the connotation of "feminism"。This is different from the logic of "women" commercialization。On the one hand，Commodity feminism regards feminism as a style，An abstract symbol。Commodity producers clear the political significance of feminism，Packaging feminism，Make it presented in the form of products。Female doctrine discourse Bet365 app download is converted into symbols，can be attached to the product brand，This is a pure economic strategy。On the other hand，Under the guidance of consumerism，Female consumers obtain self -employment by supporting or purchasing products that advertised "feminist" brands。They mistakenly confuse feminism with consumption authority，I believe that this consumption will gradually replace traditional political activities，Become a new "Fighting Form"。

The root cause，Products as a kind of worship，It is constantly changing the connotation of feminism。Marx emphasized，The commodity covers the social relationship between people in the form of objects。Commodity relationship turn the relationship between the subject into the relationship between the object。Through product，Commodity feminism obscure the institutional cause of gender oppression，and isolate gender with other social relationships，Created an abstract "feminist"，Rebound the understanding of the social relationship with the subject。Commodity logic regards people as an atomic individual，Emphasize personal choice、Personal empowerment and personal independence。Under the influence of this concept，Commodity feminism advocates abstract individualism，Movement of collective nature is no longer important，Women no longer assume the collective mission of breaking the gender oppression chain，Instead of focusing on personal Bet365 lotto review empowerment。Women regard themselves as the product itself，Become a computing subject for economic rationality。This "self -subject" believes that consumption is an empowerment behavior，Women can get women's power through consumption。Therefore，Commodityism and feminism have reached a strange conspiracy，Products change the connotation of feminism，and women use the so -called feminine temperament of the individual to shape the "feminist" products。So，Commodity feminism allows feminism to focus on social exploitation theory，Constantly transforming into a superficial idea of ​​focusing on female individuals itself。

Commodity feminism has a serious harm to women's interests。Product producers grafted through superficial ideology，Mix the symbol of feminism with the narrative of femininity。Although advertisers try to bridge the ideological contradictions of feminism and commodism，But this attempt will eventually only lead to the dominance of the commodism for feminism。Under this logic，Products have a special alienation to women，Specific manifestation as the alienation of women itself、Alienation of women and families and alienation of women and feminist movements。

First，Women's own alienation。Under the influence of the concept of feminism of goods，Women regard consumption as a form of feminist self -empowerment，Insurance to give women power。That is to say，Female individuals believe that it can have some ability bet365 live casino games through consumption。Commodity feminism emphasizes individual ownership of individual，And this ownership is mainly based on women's ownership of their body。On today's media，The body is still described as the main source of female capital。In recent years，major changes in female advertisements，Young women in advertising are often portrayed as positive、Independent，instead of being depicted as a passive object under the eyes of men。Different from the past，In the process of supervision of the body，No longer regard yourself as a object，Instead, I think of myself as a subject。Women seem to be defined as a body attribute，Having "perfect body" is considered the key to female identity。Under the domination of product logic，Women follow strict self -rule culture，Efforts to regulate all aspects of your behavior，and think that it is self -selected to show the self in a free choice。In this case，Supervision of the body，For fitness、Beauty、Skin care and other longing becomes an important media content type。The media shaped the so -called "perfect woman" into the leader of "feminism"，The purpose is to sell related products in this way，This eventually led to the general anxiety of women，Especially women's anxiety about the body。

Next，Alienation of women and families。In traditional social relations，Women have been closely related to family life。Family is the main content of Bet365 app download women's life。Now，House women become the object of women's morassing products。Affected by the concept of feminism of goods，Women no longer think of themselves as a vassal of the family，Instead of seeing yourself as an independent individual。Women hope to achieve a balance between work and families，Liberation from family life。Commodity logic cultivates women's economic rational thinking，Make him start thinking about your relationship with your family with utilitarian psychology。This produces a special purpose calculation，and to a certain extent affects the traditional family model that is maintained by emotion。Although this helps to improve the status of women's family to a certain extent，But under the premise that the social structural exploitation of women is not shaken，Excessive emphasis on female individual rights，It is easy to cause conflicts between men and women and make women conflict with families。In a commodity society，Women plays an extremely contradictory dual role in family relationships and commodity social relations。Commodity feminism cannot allow women to fundamentally liberate from the traditional family model。

Last，Alienation of women and feminist movements。Commodity feminism not only causes serious harm to women's interests，It will also ultimately lead to the solution of the real feminist movement。Product feminism as a means to make huge profits，bet365 Play online games No positive social significance，It transforms feminism from a political movement into a non -political product and personal attitude。More and more companies and individuals just use feminism to create brands，instead of actively adopting action to promote gender。Product feminism is abused in marketing is a dangerous phenomenon，It not only hinders real progress，It also leads to feminism by commodity logic、Capital logic lead。In this process，Feminism has gradually lost its structural structure、Institutional gender inequality critical force。In its non -political commodity form，Feminist thought has no threat to patriarchal and capitalist hegemony。As the late capitalist cultural logic display，"If it can help commodity sales，Although it can wear feminist marks today，But tomorrow it is likely to wear different masks "。Under the feminist of goods，Commodity logic does not follow feminism，On the contrary，Female doctrine will eventually be reflected by the product form。Feminism of commodities not only alienation of feminism，In the end, it will also lead to the re -alienation of women。This alienation manifests from the oppression of women from the traditional patriarchal，Further expansion into women's own active self -alienation。

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