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The weight of words in times of polarization

The choice of words and the communication strategy can determine which issues gain visibility and which are deliberately excluded from public debate.

In a global landscape marked by the rise of the conservative far right, opposing values and beliefs are deeply dividing democratic societies. Terms like feminism, LGBTQ+, climate change, Afro-descendants, and Indigenous peoples can influence elections, especially in times of intense polarization. Kamala Harris’s campaign illustrated this dynamic well: while advocating feminist issues such as abortion rights, Harris deliberately avoided using the term feminism. Her strategy was clear—prioritizing expressions like human rights, social justice, and civil equality to appeal to voters who do not identify with the feminist movement.

The act of naming an agenda goes far beyond a political formality; it is a fundamental strategic action. It is no coincidence that studies on agenda-setting converge on a crucial point: for an issue to gain relevance, its presentation must be carefully crafted to ensure acceptance by the target audience. The choice of words and communication strategy can determine which topics gain visibility and which are sidelined or deliberately excluded from public debate.

The American experience was not an isolated case. In 2022, Sweden surprised everyone by removing the term feminist from its foreign policy—despite being the first country, in 2014, to officially adopt a Feminist Foreign Policy (FFP). Tobias Billström, then Sweden’s foreign minister, justified the decision by stating that “labels tend to obscure content.” His statement was unexpected, as feminism and gender equality had been frequently highlighted in previous speeches to emphasize Sweden’s leadership in gender-related policies.

Rejection of the term feminism is also evident in Argentina, but in a much more aggressive manner than in Sweden. Historically a regional leader in discussions on women’s and LGBTQIA+ rights, Argentina is now experiencing a rollback of these policies under President Javier Milei, elected in 2023. Milei openly criticizes feminism, calling it a “ridiculous struggle” and a “socialist agenda in disguise.” Although Argentina never had an official Feminist Foreign Policy, it maintained significant initiatives under the leadership of Special Representative for Feminist Affairs Marita Perceval. Since taking office, Milei has abolished the Ministry of Women and cut funding for programs focused on feminist and LGBTQIA+ issues.

A growing trend

A recent study by the Observatory on Inclusive Feminist Foreign Policy (OPEFI for its Spanish acronym) links the removal of the term feminist from foreign policy to the global strengthening of the conservative far right. Attacks on gender equality norms—both nationally and internationally—are not new, but they have gained momentum and intensity in recent years. One immediate effect of this process has been the deliberate exclusion of feminist discussions from state foreign policy practices.

OPEFI’s research found that, in both Argentina and Sweden, feminist issues have been framed as secondary or counterproductive when compared to “more urgent” challenges such as security and the economy. As a result, critical reflections on gender and race have been marginalized or systematically erased from foreign policy actions.

While Sweden argues that abandoning the term feminist does not mean the end of efforts toward gender equality, Milei’s Argentina actively portrays feminism as a societal threat and pushes for its complete eradication.

Dismantling the relevance of feminism

Another point raised by the study is that conservative and far-right actors actively invest in dismantling the relevance of feminism. Government rhetoric seeks to dissociate the feminist agenda from public policies, reinforcing the perception that these initiatives are incompatible with national values and traditions. In these cases, concepts are reinterpreted to fit political convenience and strengthen an anti-gender ideology.

This dynamic underscores the increasing fragility of the values that have upheld the liberal international order since the post-World War II period. Donald Trump’s return to the U.S. presidency in 2025 represents a major boost for far-right conservatism, granting legitimacy and global reach to discourses that undermine the principles of equality and diversity.

Trump distorts and rejects gender and race concepts, creating fertile ground for reactionary rhetoric. Statements like “we have ended the tyranny of diversity, equity, and inclusion policies” and “we have signed an executive order establishing that the official U.S. policy recognizes only two genders: male and female” illustrate how opposition to diversity policies has become a central pillar of Trumpism. More than just rhetoric, these declarations consolidate a political project aimed at dismantling institutional structures focused on gender equality.

The Trump administration strengthens the radical right in the U.S. and inspires similar policies abroad, driving setbacks in previously secured rights. The U.S. and Argentina now share a moral crusade against so-called woke ideology and transgender policies. At the 2025 World Economic Forum, Milei called woke ideology a “mental virus.” Trump, in turn, declared before the U.S. Congress that the country “is no longer woke” and enacted an executive order banning public schools from “indoctrinating children with transgender ideology.” Milei followed suit by repealing Argentina’s Gender Identity Law.

In this context, linking feminism and foreign policy becomes even more challenging. Attacks on gender norms go beyond electoral calculations—they are part of a broader political project to reshape global frameworks. As far-right populist leaders gain traction and legitimacy in challenging these issues, the debate moves beyond the use of certain words. The achievements of feminist movements risk being sidelined, reduced to a secondary role, or even erased from public discourse.

*Machine translation proofread by Ricardo Aceves.

Autor

Otros artículos del autor

Doctora en Relaciones Internacionales por el IRI-USP y profesora de los cursos de Relaciones Internacionales de la ESPM-SP y del Centro Universitario Belas Artes de São Paulo. Coordinadora de Investigación del Observatorio de Política Exterior Feminista Inclusiva (OPEFI).

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