Ideas instigator

“Intersectionality” as
a marketing strategy

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Picking up where I left off:

Even the faintest hint that someone thinks Flavia Dzodan looks white is intolerable to the image she’s cultivated on the internet, both to herself as well as to others. Flavia is, after all, the self-appointed spokeswoman of “women of color” (often abbreviated “WoC”) everywhere. WoC are apparently just one homogeneous, undifferentiated bloc, as it turns out. I bet you didn’t know that. Hence Dzodan’s constant use of the first-person plural in all her articles, the so-called “imperial we.” Personally, this title always struck me as a misnomer, since it implies that one’s “color” is decisive. At least in Flavia’s case, the color is pretty run-of-the-mill whitebread — if not lily-white, as these particular photos suggest. Maybe they’re misleading, not truly representative. It doesn’t really matter, except insofar as it bears upon her brand. Though these things seem to be separable at first glance, closer inspection reveals that “the person behind the brand” is part of the brand itself.

Indeed, the concept of “branding” is a useful way to understand her whole persona. Since rising to prominence back in 2011 with her mini-manifesto, “My feminism will be intersectional or it will be bullshit,” Flavia has built a following of likeminded supporters promoting “intersectionality” while demoting “white feminism.” Yeah, it’s a one-trick pony. But it’s become so routine by this point that even novices can learn it with relative ease. Dzodan’s slogan proved so contagious that even certified squares such as Richard Seymour started using it. Much of her success over the last few years has owed to this ability to make herself all but ubiquitous, with many of her memes regarding “white feminist tears,” “silencing voices,” and “erasure” going viral within no time. This is Flavia’s great hidden talent, the secret behind her pseudo-celebrity. And it would be disingenuous to deny her that. Without it, she would be nothing. No one would have even heard of her.

Flavia describes herself unironically on her professional website as an “ideas instigator.” Besides politics and media analysis, of course, Dzodan is primarily interested in business development. As most know by now, I am skeptical of the “radical” claims of multiculturalism and intersectionality. Despite frequent appeals to some vague idea of communism, I consider the politics that result from these thought-figures to be little more than social justice liberalism. Several weeks ago, then, I made the offhand remark that most of the “radical” proponents of intersectionality today will probably end up as marketing specialists — cultural diversity consultants for ad agencies — within a few more years. Here, as with most things when it comes to this crowd, Flavia is way ahead of the curve. Long before anyone else got around to it, she began incorporating intersectionality into her schemes for messaging in media. Quite far from being incompatible with the interests of capitalism, however, she rightly points out that this is just smart business practice:

  • I believe that social principles of inclusion, diversity, fairness, equality, and respect are the foundation upon which we should build both our for and non profit organizations.
  • I believe that inclusion and awareness matter in communications because, a message that is sent out without taking all parties into consideration is an ineffective one.

This is in keeping with the argument I made several posts back regarding the new gender options on Facebook. Users might well feel liberated by the increased array of possible choices, but the real payoff as far as companies buying adspace are concerned is the finer gradience of information that’s available. All of which is to say that diversity and inclusiveness is entirely compatible with bourgeois society. Maybe Coca-Cola got in touch with Flavia for their Superbowl ad? Continue reading