“Swipe up to smash the patriarchy”: Instagram feminist activism and the necessity of branding the self

Abstract

This article provides an overview of the current status of digital feminism in West- ern societies after the pandemic. With particular attention to its expression in the Italian realm, and by merging auto ethnographical notes with existing theoretical contributions, I argue that the emerging figure of the activist-influencer is increas- ingly embodying the prominent form of digital feminism. Activist influencers be- come the expression of the entanglement between neoliberal feminism and plat- form affordances that encourage self-branding and consumer activities. In so do- ing, digital feminism reinforces a culture of competition, individual empowerment and depoliticisation, which could be detrimental to feminist solidarity and the ur- gency of creating shared political agendas to implement feminist policies and push for structural socio-political changes.