[Curvature] The Pitter Patter of Tiny Feet : The Commercialisation of Patriarchy—A Critical Exploration

Jesus Christ & Buddha discussing the Temporal Aspects of Timaeus In An Orchard

Abstract

Patriarchy, originating from the Greek terms πατήρ (patēr, “father”) and ἄρχω (archō, “to rule”), has historically symbolised paternal authority across familial, societal, and cosmic realms. This paper explores its transformation into a material and economic system embedded within modern capitalist frameworks. Drawing from feminist theory, postcolonial studies, sociolinguistics, and cultural analysis, this article examines patriarchy’s commodification through its historical, philosophical, and linguistic roots. By integrating perspectives from diverse scholars and cultural contexts, the paper critiques its manifestations and offers pathways for dismantling patriarchal hierarchies while maintaining a balanced, rigorous inquiry into the politics of power and representation.

2. Philosophical and Linguistic Foundations of Patriarchy

2.1. Etymology and Conceptual Evolution

The term “patriarchy” originates from Greek, combining πατήρ (patēr, “father”) with ἄρχω (archō, “to rule”), symbolising the central role of the father in societal and familial governance. Early Greek thinkers such as Aristotle and Plato linked male authority to natural and cosmic order, embedding these concepts into philosophical and political structures. Aristotle’s Politics explicitly framed the patriarchal family as the foundation of societal governance, stating that “the male is by nature superior, and the female inferior” (Politics, Book I, 1254b13).

This association of male dominance with cosmic and social stability is further reflected in non-Western traditions. For example, in ancient Confucian thought, the jia (family) model prescribed a hierarchy where the father’s authority was central to maintaining social harmony, a principle later exploited to justify gendered labor divisions (Ho, 1995).

2.2. Arche (ἀρχή) and Metaphysical Hierarchies

In Pre-Socratic philosophy, the arche (ἀρχή), or the principle of origin, represented a metaphysical foundation for existence and governance. Anaximander’s apeiron (infinity) and Aristotle’s concept of the Unmoved Mover established a framework where order was inherently hierarchical, often modeled on patriarchal relationships.

Similarly, mythological traditions reinforced these principles. The Judeo-Christian conception of God as “Father” illustrates the theological projection of male authority onto the cosmos. As feminist theologian Elizabeth Johnson asserts, such imagery “cements male authority in the deepest reaches of cultural imagination” (Johnson, She Who Is, 1992).

2.3. Πατήρ and ἄρχω in Cosmology

The duality of patēr and archō parallels cosmological principles:

• Πατήρ (Patēr): Represents the generative forces of the cosmos, akin to the Big Bang or a unifying creative principle.

• Ἄρχω (Archō): Embodies governance and structure, similar to the laws of physics or the constants that regulate the universe.

In ancient cosmological thought, these principles were intertwined, reinforcing hierarchical structures where creation and control were male-coded attributes.

2.4. Language and the Perpetuation of Power

Language functions as a repository of patriarchal values, perpetuating male authority through linguistic norms. Deborah Cameron critiques the linguistic androcentrism embedded in English, arguing that terms like “mankind” and male-first naming conventions position men as default human beings (Cameron, Feminism and Linguistic Theory, 1985). Similarly, Ngũgĩ wa Thiong’o explores how colonial languages reinforce patriarchal and imperialist structures, marginalising indigenous systems of knowledge (Ngũgĩ, Decolonising the Mind, 1986).

In diverse cultural contexts, feminist linguists such as Lakshmi Holmström emphasise the need for decolonised feminist vocabularies, arguing that patriarchal control over language is a global phenomenon that intersects with caste, class, and ethnicity (Holmström, 1991).

3. The Commercialisation of Patriarchy

3.1. Capitalism and Reproductive Labor

Silvia Federici’s seminal work (Caliban and the Witch, 2004) posits that patriarchy’s commodification accelerated during the transition to capitalism, when women’s reproductive labor was privatised and devalued. Federici highlights that by relegating reproductive activities—such as childbirth, caregiving, and domestic work—to unpaid labor, patriarchal systems created a foundation for capitalist exploitation.

In African contexts, feminist economist Amina Mama critiques the intersection of patriarchy and neoliberal capitalism, where the economic subjugation of women has been entrenched through both colonial systems and modern global labor markets (Mama, 1997). She emphasises that the exploitation of women’s labor is particularly pronounced in postcolonial economies, where patriarchal governance intersects with racialised capitalism.

3.2. The Economic Instrumentalists ion of Patriarchal Norms

Patriarchal systems also thrive in consumer markets by leveraging gendered roles. The beauty and domesticity industries, for instance, profit from perpetuating ideals of femininity tied to patriarchal notions of worth and value. Philosopher Simone de Beauvoir argues that the commodification of women’s bodies in capitalist economies reduces them to objects of exchange, perpetuating the patriarchal gaze (The Second Sex, 1949).

This phenomenon is global. In South Asia, feminist scholars such as Vandana Shiva highlight how global agribusinesses exploit rural women’s labor while commodifying fertility and caregiving roles, contributing to environmental degradation and perpetuating patriarchal oppression (Shiva, Staying Alive, 1989).

4. Artistic and Cultural Critiques of Patriarchy

4.1. Art as Resistance

Art and literature serve as powerful mediums for exploring and questioning societal norms, including those perpetuated by patriarchal systems. Through creative expression, artists and writers engage with themes of identity, gender, and power, often offering alternative perspectives on these complex issues:

• Frida Kahlo: In works like The Two Fridas (1939), Kahlo portrays deeply personal experiences that explore identity, resilience, and duality. Her art challenges conventional narratives around femininity and autonomy, offering insight into how societal expectations intersect with personal struggles (Herrera, Frida: A Biography of Frida Kahlo, 1983).

• Margaret Atwood’s The Handmaid’s Tale: Atwood’s dystopian narrative critiques the commodification of women’s reproductive capacities in a patriarchal theocracy, drawing attention to how political systems mobilise gender for economic and ideological purposes.

• Toni Morrison’s Beloved: Morrison’s acclaimed novel examines the historical exploitation of Black women’s bodies and reproductive labor, offering a poignant reflection on the enduring impacts of systemic inequality. Through the character of Sethe, the narrative highlights the human cost of structures that commodify labor and identity (Beloved, 1987).

• Shirin Neshat: In her photographic series Women of Allah (1993–1997), Neshat explores the interplay of gender, culture, and power within the context of Islamic traditions. Her work resists simplistic interpretations, presenting a multifaceted perspective that invites reflection on the diversity of women’s experiences (Neshat, 2001).

Indigenous art also critiques patriarchy, such as in the works of Māori artist Lisa Reihana, whose digital installations challenge colonial and patriarchal narratives by re-centering indigenous voices and matriarchal traditions.

Art also engages with indigenous perspectives that contrast with patriarchal worldviews. Métis artist Christi Belcourt, for instance, celebrates interconnectedness and matrilineal traditions in pieces like The Wisdom of the Universe (2014), offering a perspective that emphasises harmony and respect for the natural world (Belcourt, 2017).

Through these varied contributions, art and media serve as tools for reflection, offering audiences the opportunity to engage with and reconsider traditional assumptions. By balancing critique with celebration, these works foster dialogue rather than division, inviting broader participation in the reimagining of societal structures.

4.2. Patriarchal Myths in Modern Narratives

Modern media and advertising often draw on established patriarchal myths to construct narratives that reinforce traditional roles. These portrayals, while reflective of cultural norms, have also been the subject of critical examination and reimagining:

• Raewyn Connell’s Concept of Hegemonic Masculinity: Connell’s framework outlines how dominant ideals of masculinity—often portrayed as protective and authoritative—are perpetuated through cultural narratives. These portrayals, while resonant with societal values, can limit the range of acceptable identities for both men and women (Masculinities, 1995).

• Chimamanda Ngozi Adichie’s We Should All Be Feminists: Adichie critiques how modern narratives often adopt feminist language while continuing to reinforce traditional gender expectations. Her work encourages a deeper examination of how cultural narratives shape perceptions of equality (Adichie, 2014).

• Ava DuVernay’s When They See Us: By focusing on lived experiences, DuVernay’s storytelling highlights the broader societal structures that influence perceptions of identity and power. Her work presents a nuanced critique of societal norms, emphasising the need for empathy and understanding (DuVernay, 2019).

Global perspectives further contribute to this dialogue. South African photographer Zanele Muholi, for example, uses portraiture to highlight the dignity and resilience of LGBTQ+ individuals, challenging traditional depictions of identity while celebrating diversity (Somnyama Ngonyama: Hail the Dark Lioness, 2017).

Modern advertising often employs patriarchal myths, positioning fathers as protectors and breadwinners. Sociologist Erving Goffman’s analysis of gender in advertising highlights how these narratives sustain patriarchal ideologies by reinforcing traditional gender roles (Goffman, Gender Advertisements, 1976).

5. Toward a Reimagined Arche: Deconstructing Patriarchy

5.1. Policy and Social Transformation

Addressing patriarchy’s economic and social roots requires systemic reforms:

• Valuing Reproductive Labour: As Nancy Fraser argues, integrating care work into public policy is essential to addressing structural inequities (Fortunes of Feminism, 2013). Universal childcare, paid parental leave, and equitable wages for caregivers are critical steps.

• Decolonising Governance: Scholars like Gayatri Spivak advocate for decolonised governance structures that challenge patriarchal and imperialist foundations (Can the Subaltern Speak?, 1988).

5.2. Language as a Tool for Transformation

Inclusive language policies can dismantle patriarchal norms embedded in discourse. Sociolinguists such as Suzette Haden Elgin propose creating new linguistic paradigms that reject male-centric grammar and semantics, fostering equity and inclusivity (Elgin, Native Tongue, 1984).

Conclusion

Patriarchy’s transformation into a commodified system reveals its adaptability and resilience. Rooted in ancient metaphysical ideas and reinforced through cultural and economic systems, patriarchy has perpetuated gendered hierarchies across time and geographies. However, by drawing from diverse academic and cultural critiques, we can envision pathways toward dismantling its structures. Policy reforms, linguistic shifts, and artistic interventions offer opportunities to challenge patriarchal norms and build inclusive, equitable societies. As feminists like Audre Lorde remind us, “the master’s tools will never dismantle the master’s house,” underscoring the need for innovative, transformative approaches to equity and justice.

References

1. Aristotle. Politics. Translated by Ernest Barker. Oxford University Press, 1946.

2. Atwood, M. The Handmaid’s Tale. McClelland & Stewart, 1985.

3. Beauvoir, S. de. The Second Sex. Translated by H.M. Parshley. Vintage, 1949.

4. Cameron, D. Feminism and Linguistic Theory. Palgrave Macmillan, 1985.

5. Federici, S. Caliban and the Witch. Autonomedia, 2004.

6. hooks, b. Black Looks: Race and Representation. South End Press, 1992.

7. Mama, A. “Women in Africa’s Development: Overcoming Obstacles, Pushing for Progress.” Africa Recovery, 1997.

8. Ngũgĩ wa Thiong’o. Decolonising the Mind. Heinemann, 1986.

9. Shiva, V. Staying Alive: Women, Ecology, and Development. Zed Books, 1989.