ABSTRACT
This chapter examines the relationship between the harms, violence and institutionalized inequalities and the own consumption, pacification, tacit support and facilitation. Violence is used to reduce the value of women to just body parts as they are visually dismembered—their value reduced to just a leg—for the purpose of selling goods. The chapter argues that violence against women is commodified and eagerly consumed in an age of neoliberalism, legitimizing the patriarchal power structures that subordinate women. The banality of the commodification of patriarchy is further evidenced by the pervasive nature of gender inequality, where less obvious forms of discrimination based on sex and gender persist, with little question from the population it directly impacts. The prevalence of the banality of the consumption of patriarchy can also be seen in the marketing and consumption of everyday goods and services. Post-feminist consumerism becomes synonymous with empowerment and choice within the marketplace and to exercise this power means to engage in material consumption.
