Endless blooming and wilting of new identities based on this circus of images constitutes the psychological-affective dimension of liberal feminism’s lack of organising power. The horizontal seepage of capitalist imperatives through feminism since the early 1990s explains why identity-based politics now responds and reshapes itself constantly as a series of trends and conflicts, all mediated by chains of response emanating from mass cultural images: as Tolentino intimates, it is a consumer marketplace in search of new target demographics, not a social justice movement.
The conversations sparked by these images frequently concern issues of diversity in media, business and entertainment. Profit-seeking products and enterprises such as movies, television and corporate boards are invested with crucial significance that they clearly do not possess; being able to recognise an image of oneself in these domains is reconstrued as liberation itself. Disadvantage functions as a cleansing ritual bath, with the power to wash away the sliminess of equating pleasure-seeking consumer practice with political action.
From Eleanor Robertson’s excellent “Get mad and get even” in the Meanjin.