In the last couple of years the ideology of feminism has undergone a huge cultural shift. What was once seen as something only practised by lesbians or ‘man-haters’ has now become a very popular part of mainstream society. Something previously seen as ‘fuddy-duddy’ has become a ‘cool’ and desirable movement. It is a trend that has become a part of modern culture.
There is nothing new about the idea of feminism, historical events surrounding the movement have been occurring in society for century’s; nor is the concept of feminism within music. The ideology has been portrayed and framed through music for decades with Siouxsie Sioux’s, expressing female sexuality in rock music in the 70’s and Madonna in the 90’s. However, in coming years feminism seemed to die down, the hope for a mainstream movement faded and society seamlessly carried on, with sexism and misogamy still somewhat at its core.
It is what has happened in recent years that has identified as a small revolution for the movement. Some kind of ‘tipping point’ seems to be initiating. What was once seen as a marginalised ideology is now seeping, and rather fluidly, into mainstream culture. People, both male and females, are identifying with the issue, some have dubbed the current situation the beginning of 4th wave feminism. Somewhere along the line, feminism became cool; some would say it even became sexy. What was seen before, as a movement only practised by rebels is now an empowering, independent movement, driven by the masses. Feminism is on the brink of a ‘tipping point’, the more people who pile onto the scales, the more they tip; it’s a trend. Feminism has become fashionable.
In recent times brands have clocked on to the shift in attitude towards the ideology of feminism and have used it to promote themselves. Just a few examples are as follows. H&M have just released a TV commercial expressing their support for female liberation. The ad features women in hijabs, women who refuse to shave their armpit hair and the love of a same a sex couple, amongst more (https://www.youtube.com/watch?v=8-RY6fWVrQ0). Always exposed the world to their hit ‘Like a Girl’ campaign, tackling the misconception many hold regarding young girls and sport and how ‘like a girl’ is often, and something even unintentionally, used as an insult (https://www.youtube.com/watch?v=XjJQBjWYDTs). Dove have, and still are, producing multiple campaigns in support for female natural beauty and confidence (https://www.youtube.com/watch?v=7DdM-4siaQw). Whether these brands are expressing a true core concern and supporting a belief that has been at the heart of their company for many years or are using the recent ‘feminist outbreak’ to convey a relativism with more of an economic agenda in mind is another matter entirely.
However, in this article, to look at a more unconventional concept, I want to explore the idea of how Beyoncé, as a brand, has used the recent cultural shift of 4th wave feminism to her advantage and to promote herself.
Beyoncé’s main audience are young women, open minded, easily influenced with a modern way of thinking. They desire to be on trend, to be a part of something, they want to change the world, they want to feel empowered. With instant gratification on the rise they get bored easily, always searching for something new and fresh. Before 2013, feminism in mainstream pop was almost non-existent, with the exception of a few songs from the likes of Lily Allen it seemed the majority consisted of rappers portraying women as sex symbols and ‘gold diggers’.
Beyoncé, or arguably, her publicity team, saw an opportunity and they ran with it. The world was introduced to Beyoncé’s powerful portrayal of feminism, through the likes of stage performances and tracks such as ‘Flawless’ and ‘Pretty Hurts’. It could be argued Beyoncé identified with the 4th wave at its early stages and by portraying it through her music she provided her fans with fresh material and concepts, with empowerment, education, involvement and something previously unseen, or at least unnoticed, in their lifetime. They connected with Beyoncé, bought into her frame of feminism and no doubt bought her records.
Beyoncé used a new, cool, sexy version of feminism, and enhanced it, framed it in a certain light and made it her signature, before anyone else could beat her to it. Within the pop music industry Beyoncé leads the movement, she identifies by it, and not only has this enhanced her as a brand and given her a signature but it has attracted and engaged with millions of young fans from all across the globe. It exposed young females to important and current issues; she made it relatable to them. She made is easy to digest. Regardless of her frame, stance or genuine thoughts on the matter Beyoncé made females of all ages want to become a part of something, to find out more, to make a change. Economically, I can guess, it has been more than advantageous for the global superstar, but socially, I am sure it has worked wonders.
By Georgia Hatton
Creative Strategist
Portfolio: http://hattongeorgia17.wixsite.com/portfolio
The Sun Has Got His (thinking) Hatton 