“But the word feminist, it doesn’t sit with me, it doesn’t add up. I want to talk about my problem that I have with it. First of all, on a very base level, just to listen to it. We start with fem. That’s good… Ist. I hate it. I hate it. Fail on ist. It’s just this little dark, black, it must be hissed. Ist! It’s Germanic but not in the romantic way. It’s just this terrible ending with this wonderful beginning…
Let’s rise up a little bit from my obsession with sound to the meaning. Ist in it’s meaning is also a problem for me. Because you can’t be born an ist. It’s not natural… So feminist includes the idea that believing men and women to be equal, believing all people to be people, is not a natural state…
And so unless somebody comes up with a better one – and please do – my pitch is this word. Genderist. I would like this word to become the new racist. I would like a word that says there was a shameful past before we realized that all people were created equal.”
– Joss Whedon, during this hot mess of a speech
When you posit that two of the main problems with the word feminist are the offputting phonetics and unnatural implications of its final syllable, then promptly suggest a replacement word that uses the exact same fucking syllable in the exact same fucking placement while changing the part you claimed was great – which backflip you manage to perform in the space of a single, pre-prepared speech – it’s probably time to sit all the way down and shut the fuck up about feminism.
Listen, Joss Whedon: you’ve made some cool, transformative, feminist shit, plus a bunch of other stuff – or sometimes the same stuff! – which is awesome despite being problematic on multiple fronts, though as always, YMMV. That much is undeniable. But you’ve also done some truly fucked-up things, like firing Charisma Carpenter for being pregnant, planning to have Inara gang raped in order to make Mal Reynolds a hero, and repeatedly racefailing your representations of POC, especially the women; and now you’ve got the gall to stand there and proclaim the ineffectiveness of feminism at a conceptual level – to agree, in effect, with Elle UK’s recent attempt to rebrand the movement – because you don’t like the word?
Before we proceed any further, let’s get one thing straight: there are times and places for changing our language on the basis of what a particular term originally implied, or of what it continues to imply. Language is important and sneaky; it changes our thinking without our even realising it, and when we make a conscious effort to reclaim that process – to be clear and unambiguous, to avoid causing hurt, and to set aside long-standing biases better left as historical footnotes – that is an important, a powerful thing. But this is not the case with the many successive attempts to rebrand feminism; to replace it with words like equalist or genderist , which invariably involve the removal of that disquietingly feminine prefix. Rather than redressing a lexicographical wrong, it’s a way of downplaying the role and relevance of women within their own movement in order to make others feel more comfortable with the concept of equality, a form of taxological silencing derived from the same logic which recently saw a female speaker ejected from the Michigan House of Representatives for saying ‘vagina’ while talking about abortion. For as long as the word feminism is deemed both radical and confrontational for its use of the feminine prefix, it will remain a necessary word precisely because of how perfectly our cultural uneasiness with women’s rights is reflected in our uneasiness with a term that dares to make them its focus.
Because linguistically, feminism is a word rooted firmly in the female quest for equality, an origin story which speaks of combat against oppression, not its perpetuation. Which isn’t to say that the movement has never been oppressive, either then or now. Early white feminists routinely threw women of colour under the same bus Rosa Parks and Claudette Colvin before her were forced to the back of, openly spouting racist views and stealing the foundations of modern feminism from the women of Iroquois Confederacy, a practice all too often continued today by the erasure of the feminist contributions of WOC, the endorsement of men like Hugo Schwyzer, the aggressive Islamaphobia of Femen (an organisation, coincidentally, which is run by men), and Caitlin Moran’s assertion that she “literally couldn’t give a shit about” the representation of WOC in media, to say nothing of the repeated transphobic abuse and cissexist attitudes of radical feminists towards trans women and their inclusion in feminist spaces. Which is why womanism has arisen as a separate institution to feminism – as a way for black women especially, but WOC generally, to discuss their rights and needs without being spoken over, condescended to, misappropriated, elided or otherwise ignored by white feminists too oblivious to their own privilege to realise that, as per the words of Flavia Dzodan, feminism will be intersectional or it will be bullshit.
All of which is a way of saying: there are many good reasons to discuss the future of feminism, its relationship with oppression and the way this intersects with our use of language. The failures of the movement – and there are many – are not derived from its nomenclature, but are rather a disappointment to all that it should encompass, but doesn’t. With so much toxic history bound up in exclusionary feminist thinking, it may well be that the best answer, long term, is to find ourselves a new title and start afresh. But when Joss Whedon comes out, completely ignores the existence of such conversations, suggests that race is a comparable side-issue to gender rather than a major intersection with it and says that, no, the way to move feminism forward is to rebrand it using a word he invented all by himself, because apparently the true spirit of feminism is best encapsulated by our uncritical capitulation to a powerful white guy who cracks jokes about the Taliban and publicly shames Katy Perry while telling the rest of us what we’re doing wrong? FUCKING NO.
In Whedon’s recent adaptation of Much Ado About Nothing – a film I otherwise loved – there’s a single ugly moment that perfectly encapsulates the nature of his fail. Brought to the altar to wed a woman he thinks is an unknown substitute for his beloved Hero, whom he presumes dead, the guilt-wracked Claudio declares his intent to marry her “even were she an Ethiope” – which is to say, even if she were ugly or otherwise socially unacceptable. Being as how this is 2013, rather than 1599, when the play was first written, Whedon could easily have changed this line, removing or altering it without any loss of drama. Instead, he chose to emphasise it, cutting quickly to the disapproving face of a nearby black woman – someone he might well have hired just for that single purpose, given the otherwise lilywhite casting – for a comic beat as Claudio speaks the line. It was jarring and awful and needless, and more than anything else of Whedon’s I’ve seen recently, it reminded me that here is someone who needs to have his shit called out, and loudly. Because if you can put that much conscious thought and planning into making a joke about the ugliness of black women and still get up and call yourself a feminist, then something in your view of the world is seriously wrong.