The Face of Post-Feminist Patriarchy

By Susan J. Douglas, In These Times. Posted December 2, 2002.

Any feminist, female or male, who has seen ABC’s The Bachelor was repulsed. For those who have missed this fine media offering, a carefully selected lunk of a guy -- in the most recent case, Aaron -- is presented with a harem of 25 also carefully selected young women, all slim, all conventionally pretty and most blonde.

After sampling all the wares, he rejects them one by one until he has chosen the one he likes best. It’s not unlike a 4-H competition of prize heifers, except the women weigh less and get to go to fancy resorts. Nor is it unlike the inspections in 19th-century slave pens, except that the women are mostly white, privileged and, I’m sorry to report, there of their own free will.

Women who railed against the sexism of the Miss America pageant, TV detective shows and Mr. Clean commercials in the early ’70s must not believe what they are seeing. Feminism aside, the notion that anyone would select the person they’re going to marry in six weeks of fantasy dates in hot tubs televised to millions of people is creepy.

Nothing from the real world that binds people together or makes them fight like Rottweilers -- religion, politics, money, racial attitudes, child-rearing practices, whether you squeeze the toothpaste from the end or the middle -- is allowed to enter this fantasy world. Human relationships are depoliticized here, reinforcing the notion that women and marriage are, and should be, outside the realm of citizenship and civic culture.

Worst of all, the show has been a smash among young women. The demographic group most prized by advertisers, women ages 18 to 34, have made The Bachelor a huge hit and prompted worries about the survival of its competition over on NBC, The West Wing. From dawn till dusk, ABC’s chat room has been abuzz with postings from avid fans. So, as a crotchety, 50-something feminist, I want to know what the hell has happened to this generation of young women?

Of course, as soon as I ask that, an admonition I have always raised nags at me: If young women en masse are embracing a media offering, then we need to figure out why. Just as Madonna in her boy-toy phase and the Spice Girls with their Wonder-Bras and mini-skirts spoke to millions of girls and young women about what has come to be called “girl power,” The Bachelor’s popularity tells us something about post-feminism and how young women experience their situations within, yes -- I’ll use the word -- patriarchy.

So I turned to an invaluable source, my teen-age daughter and her friends. My daughter loves the show, and loathes watching it with me, because my stream of invective makes it hard for her to follow what’s going on. But here’s what I hear these girls saying: They know the show is sexist. (They naively counter that since ABC is going to run The Bachelorette in the winter, the network isn’t sexist.) Many of them do not find Aaron -- an amiable, tall, sandy-haired guy with not much light behind his eyes -- all that desirable.

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