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Maester
Joss is right. We need a new word.
*standing up on soapbox, ahem* No, he isn't. I have respected his views on feminism for a while. But in this case arguing that "ist" isn't natural when it comes to "feminist" and then suggesting another "ist" word to replace it kind of destroys his argument. And gender is a social construct. It's not the "natural order of things".
Also...I find it problematic that he addresses his audience (both the one in person, and the one that follows his work/online presence) and asks them to take this new word up. As if he is the end all and be all of authority on the word feminism. I understand that is not his intent here, but it is so easy to take it in that light.
I also object, strongly, to the need to recoin a word we already have. I think it would be a far better use of that kind of time to address how to tackle changing the system, rather than arguing about a label. No one is ever going to agree on the label. When we as feminists, or advocates of racial equality, or advocates of LGBTQ issues start circling in around the label we use, patriarchy/The Man/society has already won. They can sit around waiting for us to destroy each other, name call, and fragment into so many different groups that we cannot coalesce and work together to get to the end goal, namely equality.