Girl Power and the Faux Feminism of the 1990s

Episode 504 | Host: Emilie Aries | Guest: Sophie Gilbert

The girl power era was not what we remember.

If you were “coming of age” or raising girls 30 years ago, you probably remember the 90s as the era of low-rise jeans and girl power. Author and The Atlantic staff writer Sophie Gilbert has similar memories of these formative years, but she also questioned just how authentic that feminist call to arms really was.

In Girl on Girl: How Pop Culture Turned a Generation of Women Against Themselves, Sophie explores the social messaging that planted some pretty problematic ideas in the minds of young and teenage girls (and people of all genders), and she was kind enough to talk through her discoveries with me shortly before her book drops today.

What happened to feminism in the ‘90s?

Sophie explains that each feminist movement seems to have believed the work is done and seeks to scorch the earth that came before. Just think of how today’s Gen Z cringes at so many of the moves Millennials make. In much the same manner, the third wave feminism of the late 80s and early 90s—think civil rights activists like the Riot Girls—gave way to the post-feminism of the Spice Girls, Sex and the City, and Ally McBeal. 

The focus shifted from the decidedly unsexy collectivist pursuits, like reproductive rights and anti-discrimination laws, to the bubble gum pop of the 1990s sex-positive, self-improvement, individualistic messages. A watered-down and much more marketable tone emerged, and Sophie notes that there’s no question consumerism played a role in this shift. In the mid-90s and 2000s, young women had more buying power than ever before, and brands were guaranteed to sell millions of anything emblazoned with the Spice Girls’ faces on it. 

Why were we all so swayed by ‘Girl Power’ feminism?

Reading Girl on Girl left me feeling like I’d been gaslit all those years. Here I was watching shows like Sex and the City and admiring and aspiring to that freedom, power, and independence. Meanwhile, in reality, we were all being sold a fleeting sense of “empowerment” through sexual appeal from the male gaze.

It was relentless: music, film, television, advertising—it was impossible to avoid the shiny new message that, surprise, women did have power: sexual power. And given the shortage of strong women in media in the past, is it any wonder we flocked to this isolated example of feminism?

Of course, there is nothing inherently wrong with striving for, having, or exerting sexual power. The problem arises when we’re led to believe, as we were in the post-feminism 90s, that it was the only type of power we should want or could ever wield.

How can we jumpstart positive change?

Girl on Girl couldn’t come at a better time. We’re in a painful era of backlash against women’s rights that threatens the very progress made by the feminists before us. When we look at the lack of public outrage—where are the bra burnings and the marches these days?—it’s easy to assume most of us have just accepted our fate in a patriarchal world. But Sophie stresses an overlooked factor in our apparent complacency: women are busy. Who has time to march in front of legislatures when ever-widening gaps in the social safety net mean we barely have time to sleep and eat between the salary-gathering, caregiving, and housework the economy demands we prioritize?

The good news, Sophie says, is that there’s a less energy-intensive way to react against this systemic destruction of women’s rights: we can start by talking more about it.

What would a world in which women have true and lasting power look like? We need to fix the taboo nature of conversations around women’s power. If it’s an open topic, we can discuss and think about what kind of power we want to create for ourselves. We can figure out how to work together to rekindle some of that vital collectivist energy from the ashes of the individualism that contributed to our separation and silence these past decades. We have so much language and clarity we didn’t have back then, Sophie stresses, so much knowledge and experience to start exerting the many kinds of power available to us.

What feelings do Sophie’s deep dive into nostalgic feminist pop culture bring up for you? What do you remember of the Spice Girls’ era of empowerment? Jumpstart that goal of more open communication around this topic by raising your voice in our Courage Community on Facebook or our group on LinkedIn!

Related links from today’s episode:

Order your copy of “Girl on Girl: How Pop Culture Turned a Generation of Women Against Themselves”

Learn more about Sophie’s work

Follow Sophie on Instagram

“Becoming the Third Wave” by Rebecca Walker

“The End of Men” by Hanna Rosin

“Backlash: The Undeclared War Against American Women” by Susan Faludi

“The Power” by Naomi Alderman

“Holding It Together: How Women Became America's Safety Net” by Jessica Calarco

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