Feminist activists discuss practices of monetisation: Digital feminist activism, neoliberalism and subjectivity

Abstract

This article explores the politics of ‘freelance feminism’ by drawing on 30 qualitative in-depth interviews with digital feminist activists. By documenting and analysing the different ways in which digital feminist activism can be monetised, the article shows that the potential to generate income is frequently discussed by, and contemplated among, activists. As this article argues, the monetisation of digital feminist activism goes beyond the application of market principles to political protest movements. When activism is monetised, activists’ emotional investments and passion become mobilised and tied to income generation. At the same time, and through emphases on self-branding and ‘authenticity’, activists’ selves are formed and rearranged in line with neoliberal values of entrepreneurialism and market competition. This article therefore shows that the workings of neoliberalism in digital feminist activism play out on an economic level, and also on the levels of affect and subjectivity.