Neoliberalism and the Subversion of Feminism

The integration of neoliberalism into public discourse on gender reveals both continuities and innovations with previous modes of articulating a culture war. The chapter examines how neoliberalism has reconfigured traditional gender debates by emphasising concepts such as empowerment, leadership, and self-entrepreneurship, while also introducing new themes like reproductive technologies and work-life balance. The chapter analyses how gender culture wars intersect with neoliberal hegemony, demonstrating that rather than eliminating these conflicts, neoliberal technocracy has exacerbated them. It argues that the dominance of neoliberalism has shifted the focus of societal conflict from issues of social justice to values, with gender issues becoming a central battleground. This dynamic has profound implications for feminism and public discourse on women’s roles in society, politics, and professional spheres. The chapter focuses on the concept of neoliberal feminism, using the case study of Giorgia Meloni to illustrate how neoliberal discourse on gender has become mainstream, shaping political narratives and aspirations. Meloni’s self-representation and portrayal in the media exemplify how neoliberal ideologies permeate contemporary discussions on women’s empowerment and leadership.