From Girl Boss to Girl Math: Social Media's Role in Domesticating the Modern Woman

Abstract

This research paper investigates the nuances of so-called feminist social media trends that have emerged alongside the political shift towards traditional conservative values. Specifically, I will interrogate the “girl boss” feminist movement of the 2010s in comparison to 2020s terminology such as “girl math,” “tradwives,” and “bimbo feminism,” demonstrating a noticeable ideological shift concerning a woman’s place in society. These conceptions of modern-day feminism are not what they claim to be; they are roles rooted in stereotypes that the patriarchy creates and reproduces. Because of this, they are inherently anti-feminist. However, through careful language construction and intentional marketing strategies, corporatized (neoliberal) feminism masquerades as progressive, ignoring and simultaneously contributing to the consequences of adopting these beliefs. Executives of billion-dollar media conglomerates profit from attention-grabbing trends that foster a false sense of identity among women that sustain and reaffirm the patriarchal values of male supremacy. Since women are often presenting and engaging with these trends, viewers may perceive them as inclusive and empowering. Collective liberation cannot exist when it is poisoned with patriarchal values.

Keywords: Feminism, choice feminism, patriarchy, social media, neoliberalism, intersectionality, conservatism, domesticity