User:Broccolibob123/Purplewashing

Etymology

“Purplewashing” or “femvertising” refers to political and marketing strategies that aim to promote countries, people, companies, and other organizations through an appeal to gender equality. [1][2][3] Coined by Brigitte Vasallo in 2014, the term is a development of the term “pinkwashing,” which analyzes colonial, elitist, and sexist politics without considering the instrumentalization of women’s rights.

“Purple” denotes feminism because it is historically associated with Sappho. However, critics of the term point out that purple is currently culturally-associated more with bisexuality than with feminism [

Political Usage

The term “purplewashing” is used to describe a variety of political and marketing strategies that appeal to gender equality with the goal of promoting certain countries, people, companies, and other organizations. [1][2] The term has also been used as a critique of the co option of feminist movements to justify xenophobic or Islamophobic policies. For example, Western countries justify their own failures in achieving gender equality by pointing to Muslim majority countries and cultures that have had even less success. [8] This framing technique removes

For example, in 2014, the Australian Labor Party was criticized for purplewashing the Israeli Armed Forces by promoting the idea that the Israel Defense Forces (IDF) empower women. This framing has been criticized because the IDF has been implicated in war crimes and human rights violations. [8] Thus, it appeals to feminism to promote a problematic organization.

Another example of political purplewashing can be seen in the actions of Yogi Adityanath, the current Chief Minister of the Indian state Uttar Pradesh. As Prime Minister, he has introduced many policies that aim to raise awareness of and reduce crime against women. In 2020, however, it was uncovered that he had previously written in an article that women are “not capable of being left free or independent” and that “their energy should be regulated, lest they become worthless and destructive.” [9]

Another example of political purplewashing is the Spanish Army’s legislative efforts to combat sexism. Despite the efforts, the relationship between the patriarchy and militarism is still prevalent within the Spanish Army. A report from the Centre Delàs d’Estudis per la Pau found that women in the Spanish Army are constantly faced with pressures of acculturation. So, this report suggests that militaristic logic and patriarchal domination are still highly prominent, and that the Spanish Army’s efforts to institutionalize change and reduce sexism are merely performative.

Marketing Usage

Gillette Razor’s #MeToo commercial is a popular example of purplewashing. In advertisements, women are often portrayed through gender stereotypes, the objectification of the female body and the little representation of women. The term “femvertising” gained popularity in 2014 after the iBlog magazine SheKnows[13] defined it as “advertising that employs pro-female talent, messages, and imagery to empower women and girls.” Specifically due to its ability to question traditional gender stereotypes tied to women in advertising. Through “femvertising” marketers are able to reach female consumers as they use female empowerment to advertise.[14][15]