The Discursive Tactics of the Menstrual Movement: Destigmatisation, Intersectionality and Collective Identity

Abstract

Drawing on interviews with 32 menstrual activists, this chapter analyses the discursive tactics that are used by the menstrual movement in Great Britain. It explores how this movement seeks to transform the mediation of menstruation as well as how menstrual activists advocate for social change via traditional and social media. The chapter explores various discursive strategies used by the 32 participants to alter the mediation of menstruation and, as a result, improve the lives of women and other people who menstruate. Tactics include using non-stigmatising language, speaking openly about menstruation, highlighting the intersectional nature of menstrual experience and promoting the inclusion of menstruating people of all genders and ethnicities. The chapter argues that, for menstrual activists, transforming the mediation of menstruation both on social media and in news media is a vital step towards destigmatising menstruation and reducing social inequalities in Great Britain. Furthermore, the chapter explores the influence of neoliberalism on menstrual activism as well as various points of disagreement and tension within the menstrual movement. This includes a lack of consensus about which discourses are the most effective for engendering social change.