Edit: Here's the link to the entire articleThe relations of commodity feminism depend on both preserving the entrenched conflict between femininity and feminism and resolving this ideological contradiction by presenting resolution in the form of a consumer good. This fetishization of feminism, in effect, channels and re-articulates feminist discourse into the exchange of goods by grounding itself in a liberal feminist framework. Goldman et al states that liberal
feminism “argues that the tenets of possessive individualism must be applied regardless of gender” and with this personal freedom, one has the “right to alienate her body” (Goldman et al, 348). As a result, the notion of “possessive individualism” as the great equalizer justifies the subjugation of women’s bodies to patriarchal control
through a voyeuristic lens that systematically reduces the subjectivity of the woman to simply an object of the male gaze. This re-packaging of feminist aims further the agenda of a patriarchal and capital driven society so as to posit the sexual commodification of women in advertisements as egalitarian and empowering.