How do you get teenagers to think feminism is cool?

Like it or not, feminism has got a PR problem.

Last week we took part in the Think Feminism debate at the Girl Guide Association Headquarters. Their CEO, Julie Bentley, ruffled a few feathers when she took the post following five years with the Family Planning Association and declared the Guides “the ultimate feminist organisation”. One of the reasons such a statement was so inflammatory is because some members of the Guiding community felt that the “angry man-hating feminist stereotype” (a type which grew, like many effective lies, from an element of truth that has since been exacerbated by the right wing media) corrupted their wholesome image. They didn’t want to be associated with its bra-burning associations. And can you blame them?

Of course, the only thing the Girl Guides are burning are camp fires, and they’re having a laugh doing it, but that doesn’t mean they shouldn’t be feminists. The discussion indicates real progress. This is an organisation with half a million (female) members, and they are spending serious time thinking about ways in which to engage teenagers with issues surrounding gender inequality. What they choose to do could have more impact on the feminist future than the actions of any other organisation this year. Because, like it or not, feminism has a PR problem that needs sorting.

As far as we’re concerned, the jury’s still out as to whether or not the word itself needs, to slip into publicity speak for a moment, a “rebrand”. We certainly know from what young women are telling us that “feminism” is a dirty word, for a variety of reasons, perhaps most significantly because it’s “angry” it’s not “sexy” or “feminine”. Young women also expressed the feeling that feminism wasn’t really “for” them – that it was too complex and alienating and that they didn’t have the correct terminology. If you’ve read anything else we’ve written then you’ll know that we don’t see anger or verbose pomposity as effective recruiting tactics, but we need to go further than this and try and think about ways in which we can get young women thinking about gender inequality.

You’d think that feminist mothers would beget feminist daughters (some assume that, like obesity and alcohol dependence, social liberalism runs in families) but it’s often not the case. Listening to your mum talk about the barricades and women’s lib is difficult when Rihanna is waving her bum in your face under the guise of empowerment, and meanwhile the boys at school have some incredibly perplexing footage on their phones that you have to practise pretending to laugh at. Even the most Guardian-reading, muesli-knitting children can transform into strangers during their teenage years, exposed as they are to a culture where being cool means everything, and usually involves hotpants.

Whether or not feminism can ever be truly “cool” is another matter. It probably won’t ever be, cool being as it is associated with a special kind of fag-in-mouth don’t-give-a-fuck apathy. Feminism is the opposite of insouciant. Try being nonchalant while a cocky teenager says “but we don’t need it anymore”. See? Telling young people what to do in an angry voice just simply doesn’t work. Teenage girls have enough drama in their lives without you adding to it. In our experience, having someone (especially your mum) telling you that you HAVE to be a feminist, very rarely, if ever, makes you a feminist.

Rather, feminism is something that many women come to by themselves. Contrary to what cynical marketeers might say, adolescent girls are not idiots. Just because they’re being told that the main things they should be thinking about are sparkly nail polish and blow job technique doesn’t mean that those are actually the only things on their minds. On the contrary, the teenage years are the time when many of us begin to develop social consciences, hence the startling upsurge in girls announcing at the breakfast table, aged 13, that they have decided to become vegetarians. They have a keen sense of injustice (perhaps the keenest), if only someone non-geriatric would bother to talk to them about it.

Unfortunately, it’s not looking as though the government is planning to put equality on the national curriculum anytime soon. When you think about it, it doesn’t make sense for them to do that. A patriarchy setting up courses to teach young people about the evils of patriarchy? Please. They don’t teach feminism for the same reason they don’t teach pupils about the electoral system: they don’t want you to know. And they’d have an uprising of teenagers on their hands (“but Miss, I thought we lived in a DEMOCRACY? This first past the post system is BULLSHIT.”)

Thus, if the government is refusing to shoulder the burden, it’s up to other organisations to fill the void. The Girl Guides are already doing it, as are initiatives such as MediaSmart, a brilliant not-for-profit that distributes teaching materials to schools in order to help children think critically about advertising. The most successful grass-roots organisations (see UKFeminista) are the ones that provide support and topics for discussion, rather than parroting ideology. It shows an understanding that many women come to feminism of their own accord, after having experienced sexism or misogyny, and not because they have been lectured into it. Just encouraging young women to talk about the issues surrounding the sexism, the media and celebrity culture yields some surprisingly passionate responses. Similarly, projects such as Everyday Sexism and Who Needs Feminism? allow women to contribute their own thoughts without anyone judging or taking the piss – a crucial element, especially for teenagers, as well as reflecting the impulses of a generation who are growing up with Tumblr and internet memes.

So there is a lot of great work being done, but there needs to be more. As we speak, young women are setting up discussion groups in their schools, reading books and blogs and magazines such as Rookie (a particular success story– it doesn’t bang on about feminism, but gender equality is subtly central to its entire ethos), and hopefully starting their own. We know, because they’re sending letters to us about it, but we also know that many of them still feel like “the only feminist in their village”, and that more of us need to get out there and show them that they’re not alone.

Rhiannon and Holly will be speaking at the New Statesman Centenary Debate "What is the most important issue facing feminism today?" on 4 April at Conway Hall. More details here.

Girl Guides in their campfire hats in 1947. Photograph: Getty Images

Rhiannon Lucy Cosslett and Holly Baxter are co-founders and editors of online magazine, The Vagenda.

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David Osland: “Corbyn is actually Labour’s only chance”

The veteran Labour activist on the release of his new pamphlet, How to Select or Reselect Your MP, which lays out the current Labour party rules for reselecting an MP.

Veteran left-wing Labour activist David Osland, a member of the national committee of the Labour Representation Committee and a former news editor of left magazine Tribune, has written a pamphlet intended for Labour members, explaining how the process of selecting Labour MPs works.

Published by Spokesman Books next week (advance copies are available at Nottingham’s Five Leaves bookshop), the short guide, entitled “How to Select or Reselect Your MP”, is entertaining and well-written, and its introduction, which goes into reasoning for selecting a new MP and some strategy, as well as its historical appendix, make it interesting reading even for those who are not members of the Labour party. Although I am a constituency Labour party secretary (writing here in an expressly personal capacity), I am still learning the Party’s complex rulebook; I passed this new guide to a local rules-boffin member, who is an avowed Owen Smith supporter, to evaluate whether its description of procedures is accurate. “It’s actually quite a useful pamphlet,” he said, although he had a few minor quibbles.

Osland, who calls himself a “strong, but not uncritical” Corbyn supporter, carefully admonishes readers not to embark on a campaign of mass deselections, but to get involved and active in their local branches, and to think carefully about Labour’s election fortunes; safe seats might be better candidates for a reselection campaign than Labour marginals. After a weak performance by Owen Smith in last night’s Glasgow debate and a call for Jeremy Corbyn to toughen up against opponents by ex Norwich MP Ian Gibson, an old ally, this pamphlet – named after a 1981 work by ex-Tribune editor Chris Mullin, who would later go on to be a junior minister under Blai – seems incredibly timely.

I spoke to Osland on the telephone yesterday.

Why did you decide to put this pamphlet together now?

I think it’s certainly an idea that’s circulating in the Labour left, after the experience with Corbyn as leader, and the reaction of the right. It’s a debate that people have hinted at; people like Rhea Wolfson have said that we need to be having a conversation about it, and I’d like to kickstart that conversation here.

For me personally it’s been a lifelong fascination – I was politically formed in the early Eighties, when mandatory reselection was Bennite orthodoxy and I’ve never personally altered my belief in that. I accept that the situation has changed, so what the Labour left is calling for at the moment, so I see this as a sensible contribution to the debate.

I wonder why selection and reselection are such an important focus? One could ask, isn’t it better to meet with sitting MPs and see if one can persuade them?

I’m not calling for the “deselect this person, deselect that person” rhetoric that you sometimes see on Twitter; you shouldn’t deselect an MP purely because they disagree with Corbyn, in a fair-minded way, but it’s fair to ask what are guys who are found to be be beating their wives or crossing picket lines doing sitting as our MPs? Where Labour MPs publicly have threatened to leave the party, as some have been doing, perhaps they don’t value their Labour involvement.

So to you it’s very much not a broad tool, but a tool to be used a specific way, such as when an MP has engaged in misconduct?

I think you do have to take it case by case. It would be silly to deselect the lot, as some people argue.

In terms of bringing the party to the left, or reforming party democracy, what role do you think reselection plays?

It’s a basic matter of accountability, isn’t it? People are standing as Labour candidates – they should have the confidence and backing of their constituency parties.

Do you think what it means to be a Labour member has changed since Corbyn?

Of course the Labour party has changed in the past year, as anyone who was around in the Blair, Brown, Miliband era will tell you. It’s a completely transformed party.

Will there be a strong reaction to the release of this pamphlet from Corbyn’s opponents?

Because the main aim is to set out the rules as they stand, I don’t see how there can be – if you want to use the rules, this is how to go about it. I explicitly spelled out that it’s a level playing field – if your Corbyn supporting MP doesn’t meet the expectations of the constituency party, then she or he is just as subject to a challenge.

What do you think of the new spate of suspensions and exclusions of some people who have just joined the party, and of other people, including Ronnie Draper, the General Secretary of the Bakers’ Union, who have been around for many years?

It’s clear that the Labour party machinery is playing hardball in this election, right from the start, with the freeze date and in the way they set up the registered supporters scheme, with the £25 buy in – they’re doing everything they can to influence this election unfairly. Whether they will succeed is an open question – they will if they can get away with it.

I’ve been seeing comments on social media from people who seem quite disheartened on the Corbyn side, who feel that there’s a chance that Smith might win through a war of attrition.

Looks like a Corbyn win to me, but the gerrymandering is so extensive that a Smith win isn’t ruled out.

You’ve been in the party for quite a few years, do you think there are echoes of past events, like the push for Bennite candidates and the takeover from Foot by Kinnock?

I was around last time – it was dirty and nasty at times. Despite the narrative being put out by the Labour right that it was all about Militant bully boys and intimidation by the left, my experience as a young Bennite in Tower Hamlets Labour Party, a very old traditional right wing Labour party, the intimidation was going the other way. It was an ugly time – physical threats, people shaping up to each other at meetings. It was nasty. Its nasty in a different way now, in a social media way. Can you compare the two? Some foul things happened in that time – perhaps worse in terms of physical intimidation – but you didn’t have the social media.

There are people who say the Labour Party is poised for a split – here in Plymouth (where we don’t have a Labour MP), I’m seeing comments from both sides that emphasise that after this leadership election we need to unite to fight the Tories. What do you think will happen?

I really hope a split can be avoided, but we’re a long way down the road towards a split. The sheer extent of the bad blood – the fact that the right have been openly talking about it – a number of newspaper articles about them lining up backing from wealthy donors, operating separately as a parliamentary group, then they pretend that butter wouldn’t melt in their mouths, and that they’re not talking about a split. Of course they are. Can we stop the kamikazes from doing what they’re plotting to do? I don’t know, I hope so.

How would we stop them?

We can’t, can we? If they have the financial backing, if they lose this leadership contest, there’s no doubt that some will try. I’m old enough to remember the launch of the SDP, let’s not rule it out happening again.

We’ve talked mostly about the membership. But is Corbynism a strategy to win elections?

With the new electoral registration rules already introduced, the coming boundary changes, and the loss of Scotland thanks to decades of New Labour neglect, it will be uphill struggle for Labour to win in 2020 or whenever the next election is, under any leadership.

I still think Corbyn is Labour’s best chance. Any form of continuity leadership from the past would see the Midlands and north fall to Ukip in the same way Scotland fell to the SNP. Corbyn is actually Labour’s only chance.

Margaret Corvid is a writer, activist and professional dominatrix living in the south west.