Selling feminist stories: Popular feminism, authenticity and happiness

By interviewing Swedish feminist activists who sell commodities to serve purposes, this study focuses on how they articulate their engagement and make it intelligible. To untangle articulations about businesses may stabilise, reshape challenge values engagement, we use theories of popular feminism alongside discourse theory capture its contingencies. The analysis shows that, rather than enhancing sales by the feminism, interviewees an interest in spreading through sale commodities. They understand be ‘authentic’ ‘truly’ feminist, thereby distancing themselves from corporations that brand products. However, aligns precisely with dominant contemporary corporate branding authenticity, understood as untainted capitalism. want provide customers confidence, a trait display expression. A quest for visibility tends absorb political aspects, which is further illustrated expressed wish avoid aggressive, provocative or explicitly address. Understanding discursive struggle, conclude domination happy, confidence-building will render more confrontational radical versions less visible.