Playmate Bunnies at Playboy’s 60th anniversary celebrations in 2014. Photo: Rachel Murray/Getty Images for Playboy
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Playboy Feminism™: how the gentleman’s porn rag co-opted the women’s movement

Playboy’s recent attempts to incorporate “feminist” content into their online magazine are part of a longstanding effort to sell a version of “women’s lib” that really only benefits men.

If you ask Hugh Hefner, he’ll tell you he “was a feminist before there was such a thing as feminism”. Just this week, Cosmopolitan republished Hef’s love letter to himself, arguing that feminism was its own worst enemy, Playboy being the true source of women’s liberation. “Everybody,” he writes, “if they’ve got their head on straight, wants to be a sexual object”.

This piece was originally published in 2007, but Hef’s been making the same argument since the 1960s. And, in fact, the magazine did promote their own version of “women’s lib” back then – supporting reproductive rights and, of course, “sexual liberation”. The Playboy Foundation even donated generously to abortion rights organisations and the American Civil Liberties Union (ACLU) to fund daycare centers. Longtime senior editor, Nat Lehrman said the magazine “came out on these important feminist issues before feminists had figured out what their issues were”.

But their support for women was selective, to say the least, and back then there were few feminists who fell for it. Playboy still was known primarily for the centerfolds and was clear about their distaste for a certain kind of woman (and a certain kind of feminist). The Playmate was a young, happy, simple girl – not a “difficult” one, Hef told journalist, Oriana Fallaci, in 1967. Problem is, the feminist movement has fought for women to be seen as human, not one-dimensional playthings.

Claiming to support women’s rights while simultaneously insisting on our objectification was unconvincing for the second wave. But the times they are a-changing and the kind of feminism presented to today’s liberal doesn’t seem so far off from the magazine’s ethos. In an era that ascribes “empowerment” to everything from breast implants to nude selfies to pole-dancing classes, and when the hottest conversation of 2014 was Beyonce’s feminism, it only makes sense that the magazine would double-down on their efforts to capitalize on the movement.

Playboy’s existence relies on the notion of women as sexually liberated proponents of free love. As such, the introduction of the birth control pill in America was deeply connected to not only women’s liberation but to the sexual revolution – women could now have sex “like men”, no strings attached. Playboy was crafting a version of “women’s lib” that was, in the end, still male-centered. Women were permitted to be “sexual” but within the confines of a one-dimensional view of “sexuality” that had to, in the end, satisfy men.

In Right Wing Women, Andrea Dworkin said, of the sexual revolution, “It did not free women. Its purpose – it turned out – was to free men to use women without bourgeois constraints, and in that it was successful.”

So while the sexual revolution was a grand old time for men, for women it was more of a drugged up, floral-patterned version of rape culture. In the past, women could (theoretically) say “no” to sex lest they get pregnant. With the advent of the pill, there was no justifiable reason (from the perspectives of men) to say “no”.

What Playboy did 60 years ago mirrors the direction popular feminism (and liberal politics, more generally) has taken today. Playboy’s philosophy was an individualist one that valued “personal freedom” and “personal choice” above all else and saw the state as an impediment to the American Dream. Western men – progressives or activists who claim to oppose corporate power, imperialism, and white supremacy – have happily adopted Playboy’s version of feminism. Rather than questioning their own power and privilege and the way in which patriarchy has dictated representations of the female body and female sexuality, they’ve embraced porn culture, positioning the male gaze as liberatory.

In an imagined effort to defeat the virgin-whore dichotomy that had, in the past, created a class of women men could use and abuse in order to protect the “purity” of upper class women, many progressive men (and liberal feminists) found a “solution” in constructing all women as “whores.” Rather than challenge the notion of women as bodies that exist to serve men, in one way or another, whether through childbirth, sex, or unpaid domestic labour, they’ve embraced Playboy’s “all women are fuckable” vision of emancipation. And not only were all women to be sexualised, consumable objects, but they were supposed to love it. Women learned to always be “up for it,” lest we be labeled repressed prudes. Ergo, our liberation depended on our sexual availability to men.

Playboy’s “safe-for-work” site, launched in 2014, has been recruiting “feminist” content. While many saw this as an effort to rebrand, Playboy’s efforts to coopt the feminist movement are ingrained in the magazine’s history. Cory Jones, senior vice president for digital content told the Columbia Journalism Review, the brand has always been “inclusive,” “pro-consent,” and “pro-women”.

Indeed, Playboy’s foremost “feminist” writer is Noah Berlatsky, whose work exemplifies their longstanding approach to feminism: men know what’s best for feminism, regardless of what feminists say. His political philosophy appears to be “equal objectification for all”, which fits perfectly with the brand. It’s the idea that the more women we can view as “fuckable”, the more women will be liberated.

Today, Playboy and writers such as Berlatsky emphasise “choice” and “consent” in their writing on female sexuality – the objectified are meant to be eager about their objectification, not forced, not begrudging. This all serves to reinforce exactly what Hefner began selling in the 1960s: the Playboy man is a “gentleman”, which means that he won’t catcall women on the street or support revenge porn – rather, he wants a woman’s enthusiastic consent (nobody likes a downer, after all…). He wants her to have chosen objectification and to frame it has something she enjoys.

In a recent piece, Berlatsky wrote, erroneously, that radical feminists who criticise the notion that empowerment is achievable through male-dictated beauty standards were cruel and exclusionary. Misrepresenting feminist critiques of objectification as personal “attacks” on women is common practice for liberals who are unwilling to extend discourse beyond the personal. Using the language of liberal feminism, he capitalises on the very lack of accountability demanded of him as a white man, writing for Playboy, to trash and slander women who challenge the very systems of power that support him. Like Hef, he sees himself as a generous, open-minded, “feminist” man – one of the “good guys” – so kind as to engage in the sexualisation of all women, fairly and equally.

Apparently aware of critiques of both his work and of Playboy’s “feminist” marketing efforts (some of which came from myself), Berlatsky recently argued, defensively, that he chooses to write for the magazine in order to “change minds.” He claims that, despite feminists like Susan Brownmiller’s claims that Playboy doesn’t speak to women, but uses them as “masturbatory fantasies” instead, women were, in fact, enthusiastically speaking to him. Berlatsky has a habit of including particular women’s voices in his ongoing battle against feminism – women who will parrot back to him exactly what he already wants to believe and convey. It’s a shrewd move, learned from the masters. The sexual exploitation industries have always found women to bring onside – women who are hopeful that the “sexy = empowering” mantra will prove to be true. Though, somehow, despite all that sexy sex, Playboy has yet to end patriarchy…

Comedien and Playboy writer, Sara Benincasa, whose articles include “Why Every Woman Should Do A Pinup Photo Shoot,” describes herself as “a sex-positive, body-positive, fun-loving feminist”. Now, there’s nothing wrong with loving sex, your body, or fun – the problem is that these qualifiers are code for “unthreatening feminist” and, therefore, describe the ideal “Playboy Feminist”. It represents the kind of feminism that won’t interfere with men’s sexual fantasies – you can imagine the words placed right alongside a Playmate a la “I’m fun, easy going, and up for anything!”

Other “feminist” articles recently published on the site include a plea to decriminalise the purchase of sex, a piece about how empowering it is to give men blowjobs, and a couple about the compatibility of feminism and porn. The message isn’t particularly subtle…

Playboy will never bring on feminist writers who challenge men’s vision of women as beautiful creatures to be gazed at and carefree girls who are always up for a good time because it goes against everything Playboy stands for. Supporting writers who represent dissenters as bitter hags and hateful prudes is a far better marketing strategy.

What writers like Berlatsky (and Playboy as a whole) refuse to acknowledge is the possibility that women’s liberation does not rest on men’s ability to find them “beautiful.” His lie, that feminists find the bodies of naked women “disgusting” is particularly misguided (and willfully so) – we know full-well that our body-hatred derives from men like him and other Playboy readers. It is he and men of his ilk who tell us our happiness, our worth, our ability to love ourselves, our humanity, and our freedom all rest on their sexual arousal and satisfaction. Berlatsky’s misogyny is – like Playboy’s – subtle and cloaked in the language of “sex-positive feminism” and liberalism. It is a “pro-women” kind of anti-feminism. And his timing couldn’t be better.

Now that second wave feminists have been thoroughly trashed by progressive men and women alike, the time is ripe for Playboy Feminism’s resurgence. Today’s young feminist wants to make her own porn, perform stripteases (But for free… Because it’s not work, it’s “for fun”) take her objectification into her own hands via Kardashianesque Instagram “belfies”, and rebrand prostitution as an empowering choice sexually liberated women make for themselves.

Playboy never wanted to impose their version of liberation onto women – they wanted us to adopt it willingly, gleefully – with our consent. They wanted us to call it our own. And we did. Playboy Feminism is indistinguishable from mainstream liberal feminism: it is pro-capitalism, pro-sex industry, pro-beauty industry, and pro-objectification. It challenges little in terms of male power, but supports “sex” and uses buzzwords like “choice”, “agency,” and “consent” in order to avoid more complex, challenging conversations that situate “freedom” within a larger social and political context. It asks nothing of men but that they support our “choice” to hop out of our bunny suits and into the grotto.

Meghan Murphy is a writer and journalist from Vancouver, B.C. Her website is Feminist Current

Photo:Getty
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Labour is a pioneer in fighting sexism. That doesn't mean there's no sexism in Labour

While we campaign against misogyny, we must not fall into the trap of thinking Labour is above it; doing so lets women members down and puts the party in danger of not taking them seriously when they report incidents. 

I’m in the Labour party to fight for equality. I cheered when Labour announced that one of its three Budget tests was ensuring the burden of cuts didn’t fall on women. I celebrated the party’s record of winning rights for women on International Women’s Day. And I marched with Labour women to end male violence against women and girls.

I’m proud of the work we’re doing for women across the country. But, as the Labour party fights for me to feel safer in society, I still feel unsafe in the Labour party.

These problems are not unique to the Labour party; misogyny is everywhere in politics. You just have to look on Twitter to see women MPs – and any woman who speaks out – receiving rape and death threats. Women at political events are subject to threatening behaviour and sexual harassment. Sexism and violence against women at its heart is about power and control. And, as we all know, nowhere is power more highly-prized and sought-after than in politics.

While we campaign against misogyny, we must not fall into the trap of thinking Labour is above it; doing so lets women members down and puts the party in danger of not taking them seriously when they report incidents. 

The House of Commons’ women and equalities committee recently stated that political parties should have robust procedures in place to prevent intimidation, bullying or sexual harassment. The committee looked at this thanks to the work of Gavin Shuker, who has helped in taking up this issue since we first started highlighting it. Labour should follow this advice, put its values into action and change its structures and culture if we are to make our party safe for women.

We need thorough and enforced codes of conduct: online, offline and at all levels of the party, from branches to the parliamentary Labour party. These should be made clear to everyone upon joining, include reminders at the start of meetings and be up in every campaign office in the country.

Too many members – particularly new and young members – say they don’t know how to report incidents or what will happen if they do. This information should be given to all members, made easily available on the website and circulated to all local parties.

Too many people – including MPs and local party leaders – still say they wouldn’t know what to do if a local member told them they had been sexually harassed. All staff members and people in positions of responsibility should be given training, so they can support members and feel comfortable responding to issues.

Having a third party organisation or individual to deal with complaints of this nature would be a huge help too. Their contact details should be easy to find on the website. This organisation should, crucially, be independent of influence from elsewhere in the party. This would allow them to perform their role without political pressures or bias. We need a system that gives members confidence that they will be treated fairly, not one where members are worried about reporting incidents because the man in question holds power, has certain political allies or is a friend or colleague of the person you are supposed to complain to.

Giving this third party the resources and access they need to identify issues within our party and recommend further changes to the NEC would help to begin a continuous process of improving both our structures and culture.

Labour should champion a more open culture, where people feel able to report incidents and don't have to worry about ruining their career or facing political repercussions if they do so. Problems should not be brushed under the carpet. It takes bravery to admit your faults. But, until these problems are faced head-on, they will not go away.

Being the party of equality does not mean Labour is immune to misogyny and sexual harassment, but it does mean it should lead the way on tackling it.

Now is the time for Labour to practice what it preaches and prove it is serious about women’s equality.

Bex Bailey was on Labour’s national executive committee from 2014 to 2016.