The authors meticulously examine the historical development of feminist intellectual discourse through its three waves. The waves are beginning with the demands for equality and political and educational rights during the Enlightenment, then moving towards a critique of male dominance and the deconstruction of gender roles, culminating in contemporary postmodern thought that focuses on the concepts of difference and pluralism and rejects fixed and rigid identities.
The research analyzes the manifestations of contemporary fluid life, demonstrating how the market economy has successfully co-opted the liberating feminist discourse and transformed the essence of femininity into a marketing commodity and a fleeting advertising product, governed by the systems of fashion, digital advertising, and narcissism. It also delves into the linguistic and cultural roots that have historically perpetuated the subordination and inferiority of women. The research concludes by emphasizing the necessity of confronting the contemporary crisis of commodification by invoking the tenets of the philosophy of religion and reviving the logic of responsibility and moral duty towards the absolute and the universe, in order to restore the essential spiritual and ethical dimensions of lived human existence.
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