Why is feminism colloquially referred to as the F-word? The feminist movement, particularly the word feminist, is associated with several negative characteristics. Eighty-four people agree with the Urban Dictionary's definition of a feminist. That is:

A woman who wants all the advantages that men have but none of the responsibilities. Also known as a cow, ho, succubus and bushpig. "Feminists are just a bunch of irritating double-standard malcontents."

Television evangelist Pat Robertson furthers this definition by describing the feminist movement as one which "encourages women to leave their husbands, kill their children, practice witchcraft, destroy capitalism and become lesbians."

These poor descriptions, both of the term and the movement, are rooted in problems of language, history, and society. Linguistically, the word "female" subjugates women. For example, the noun female, in word origin, only reflects a woman in relation to property. In other words a woman is defined by a man, whether that is as a wife, mistress, or whore. Historically, women who desired anything other than a home, family, and the protection of her husband were viewed as abnormal.

Culturally, women have been seen as 'the second sex,' or an offspring of man. Therefore, the media has reinforced the idea of subjugation through advertisements which portray women in this role. The affect of these advertisements, in terms of reinforcing the ideal role of a woman, will be discussed later.

As a result of these historical, rhetorical, and cultural misgivings, women as a gender have been prohibited in three various was socially, politically, and economically.

Culturally, the language used towards women is at times demeaning. For example, the synonymous for an adult woman in American society are as follows: chick, babe, doll, etc. This brief example of the rhetorical 'reality,' speaks to the perception of women in society.

Politically, the laws and lack thereof which protect women speak to the patriarchal structure of society. Healthcare, women's reproductive rights, female infanticide, and female genital mutilation, are issues that women's rights advocates fight continually.

Economically, women are paid less than men. This can be perceived in part as a byproduct of gender inequality. In such, women earn seventy-five cents to every dollar a man earns. Nevertheless, the act results in economic subjugation.

In short, the roots of the inequality, founded in language, history, and society, exude themselves in the areas of culture, politics, and economics.

Women have struggled to advance in these three areas. They have succeeded. In terms of culture, women now can own property. In terms of politics, women now can vote. In terms of economics, women now can work. In short, a woman has all the rights of a man. However, women as a gender have a long way to go before they are perceived as equals. The roots of tradition, or subjugation, as seen in language, history, and society, need time in order to reflect change. Women have been fighting and gaining strides for centuries. The role of a woman today, is radically different that the 'expected' role of a woman fifty years ago.

This type of double standard, in regards to the feminist movement, is commonly defined as "backlash." Backlash is not a "lash" so to speak. Rather it is a specific act, an intention slap, by one individual rather than an entire group. The social machine of the anti-feminist movement is much more powerful than a specific person. The affect of this backlash can be seen in many different areas - from the glass ceiling, to disparaging labels, to social ostracization. The backlash affect, a moving is an abstract entity, is visible in several areas, one of which is the media.

Through the media's arm the following interests are honored: objectification, captivation and demonization of women, degradation of women, violence against women, false reports (scientific and societal). These acts are seen in print, online, news, and television.

Quite frequently, women are portrayed in the media as sex objects. They are depicted in positions of brutalization, captivation, and dehumanization since the images are a successful tool in marketing and advertising. In addition, images of emaciated women are used to sell products. The methodology behind this lies in political and psychological agendas of control: women are easier to control when weak, thin, and below natural body weight. Furthermore, if they are focused on their weight, they will have less time to think about real issues - such as power. This is a transfer of power, from real issues to superficial ones. Rather have a woman think about a superfluous matter, and a substantial one. In such, there is no threat, or transfer of power; the scale is never tipped, so to speak.

These techniques, specifically the depiction of women in advertisements, bolster the ideology that suggests women remain in a position of submission or servitude. Furthermore, the slave mind set not only damages a woman's spirit, ambition, and psyche, but her opinion of herself. Most people agree that the image portrayed in magazines is one of "perfection," one that a woman can never live up to. That ideal, mixed with the reinforcement of a slave mentality, results in a cycle of self punishment.

What is the answer? In 1901, Charlotte Perkins Gilman wrote an article on the 'future' woman. Her article suggested the need for "further social development in the brain and heart and conscious" in order to "lead our civilization beyond the dangers which have wrecked the others."

Is the significance of women, and their lack of equality, so great as to cause the downfall of civilization?

One inference is clear: the backlash effect, as a result of women's pursuit for equality, has resulted in a profound injustice. Through the media, objectification of women has resulted in the dehumanization of a woman, skewing her perceived worth. In such, women are valued for what they look like as opposed to what they are. As a result of, self hatred has turned into a powerful policing device of the patriarch. Therefore, it can be concluded that when women dismiss this message of the media and draw unto themselves their own sense of self and worth, then the former ill of self castigation will cease. This policing method will no longer 'work' and a paradigm shift will occur.

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