Branding Miss G__ : Third Wave Feminists and the Media

Many feminist organizations know just how hard it is to gain media attention for their cause.

This was not a surprise to members of the Miss G___ Project for Equity in Education when they began to lobby the provincial government to include women's studies in Ontario high schools.To overcome this obstacle, the Miss G___ Project has used creative, eye-catching images to brand its members as third wave activists who are "approachable," more ironically feminine than feminist, catching the attention of a number of mainstream newspapers and magazines.

Yet is this the best approach for a feminist organization to take?In this original and important case study, Michelle Miller takes a critical look at the pros and cons of Miss G___'s media strategies.

She lauds the overall success of the group, but argues that it is time for Miss G___ to rebrand its image and build its own media networks by using the alternative press and popular technology.

In doing so, the Project can achieve its goal while aligning its vision with its politics.