Vogue magazine definitely seems to have received a lot of attention of late through its
'Vogue Empower' campaign, even though it has also drawn huge volumes of flak. The magazine's marketing bosses must be beaming with pride and the joyful anticipation of exorbitant bonuses - after all, any publicity is good publicity, right?
Nevertheless, there's another consequence that the magazine has managed to drive - sparking a debate on the purpose and methods of feminism. Needless to mention, the following text presents my views as part of this debate.
It is apparent that the
"My choice" video makes a strong case largely in favour of sexual independence and liberty of lifestyle, as is often observed in the arguments of contemporary
third-wave feminism. A valid and welcome claim I'd say, even though a few messages could probably have been conveyed more tactfully.
While I do agree with the general idea and (most of the) content of this film, I would like to put forth a few arguments centered around three major questions:
1. Who?
Does Vogue speak for all women?
As inferred from the images of protagonists in the video and the various arguments it contains, the campaign appears to represent the aspirations of a limited proportion of India's women - those belonging to the upper-middle and higher classes, while failing to address those in the strata below. This is perhaps because the reader base for the magazine is restricted to the former. Nevertheless, creating a more inclusive portrayal could probably have generated much greater effect.
2. What?
This question ties back to the previous one. What does the the film speak about?
"To be a size zero or a size 15, my choice."
"To love a man, a woman, or both, my choice."
"To have sex before marriage, outside of marriage or not at all - my choice."
Are the demands and rights of a modern woman limited only to these? The freedom to come home at 4 am? To flaunt the latest in fashion? To choose between the permanence of love or the temporariness of lust?
To have a right to be promiscuous? (Why not -
all the men are doing it! Why care about morality?)
More importantly. are these liberties a higher priority than securing the most fundamental opportunities that so many women in the country have been bereft of for so long? What happened to the goals of empowerment through better education and nourishment? To have financial independence by entering the country's
workforce, of which women currently comprise only
30%? To choose a career of a girl's own liking - as a sportswoman, an army captain, an entrepreneur or a bureaucrat? To lead companies and government establishments, and fight against the negative biases affecting females in many such institutions?
To be the harbingers of change.
Have these fundamental victories been attained already? If not, wouldn't achieving them prelude, and catalyze, everything else that this campaign seeks to accomplish? Shouldn't these issues therefore have been raised somewhere, atleast partly, in the film (in addition to issues highlighted currently)?
3. How?
What is the manner in which the message has been expressed?
The narrator repeatedly uses the phrase "my choice" to bring home the idea that a woman can choose to live her life as she wants. In a subtle manner, she also rebukes men for holding her back and claims to reserve the right to make decisions in mutual relationships - maybe as an attack on the prevalent patriarchal system.
"To have your baby or not - my choice."
"My songs, your noise. My order, your anarchy. Your sins, my virtues."
Before I proceed further on this third question, let's first have a quick look at the dictionary
definition of feminism:
Throughout the 'Vogue Empower' narrative there is a conspicuous bombardment of the prepositions 'you' and 'I'. 'You', the man, is deemed a rogue and stripped of any influence over major (mutual) life decisions - abandoning the notion of gender equality. This pseudo-feminism in turn lends the message an aggressive tone, and has thus received a lot of aggressive criticism in return.
After all that women have been through in this country over the past numerous years, India needs feminism. There's no denying it. However, anybody calling herself (or himself) a feminist must also realize that the actual premise of feminism is equality - at home, in society and in the workplace. It does not advocate tilting the balance of inequality to the other side. Neither does it support maligning the other gender through vitriolic and vituperative accusations, or using feminism as a shield to justify the abuse of morality.
Any enterprise, whether a business venture or an interpersonal relationship, can only be nurtured through collaboration. It is thus crucial to realize that men have an equally important role to play in cultivating the fruits that feminism pledges to produce, instead of women championing this cause alone and alienating the other gender in the process. There is a strong need to move away from the differences and aggression of 'You' and 'I', and to embrace the promise of 'We'.
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Feminism is a potent means of bringing change for the greater good of the society and of the economy. However, if continued to be misdirected (only) in its 'pseudo' form(s), it would never be able to culminate in its ultimate goal - equality in every sphere of life.
Let's make sure that it does.
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PS: A lot of ire is being vented against Deepika Padukone, who happens to be the popular face of the 'Vogue Empower' advertisement. I believe that criticism against an idea, if any, should be directed at the message, not the messenger. Hence it's unfair to chastise the actress, especially by targeting her personal life choices.