What if every feminist victory online was just a carefully staged photo op, a fleeting moment of digital applause where the real work gets drowned out by the echo of a single triumphant chant? The internet loves a good “We Did It, Joe!” moment—those viral hashtags, the trending petitions, the memes that spread like wildfire, all celebrating a hard-won battle. But beneath the glittering surface of online activism lies a dangerous illusion: the belief that visibility equals progress, that a single viral win erases the systemic rot beneath. Feminism, at its core, is not a series of performative victories; it is a relentless dismantling of oppressive structures, and the “We Did It, Joe!” mentality risks turning it into a hollow spectacle.
The Illusion of Progress: When Virality Overshadows Substance
The internet thrives on spectacle. A feminist campaign goes viral, garners millions of shares, and suddenly, the world is convinced that change has arrived. But what happens when the hashtag fades, the memes stop circulating, and the corporate sponsors of the moment move on to the next trend? The “We Did It, Joe!” mentality thrives in this ephemeral space, where success is measured in likes rather than lasting impact. It’s the difference between a firework—bright, loud, and gone in an instant—and a slow-burning flame that refuses to die. Feminism deserves more than fireworks; it demands sustained, unglamorous labor.
Consider the recent wave of corporate “feminist” branding, where brands slap a pink ribbon on a product or declare themselves “allies” in a single Instagram post. These performative gestures are the digital equivalent of a standing ovation—impressive in the moment, but ultimately meaningless if they don’t translate into tangible change. The “We Did It, Joe!” mentality thrives in this space, where performative allyship is celebrated as progress, and real accountability is deferred for another day. But feminism is not a marketing strategy; it is a movement that demands more than performative virtue-signaling.
The Danger of Complacency: When Victories Become Handcuffs
There’s a seductive comfort in declaring a win and then stepping back, convinced that the battle is over. The “We Did It, Joe!” mentality preys on this complacency, offering a false sense of security that can lull feminists into inaction. But feminism is not a series of isolated victories; it is a continuous struggle against entrenched systems of oppression. When we mistake a single triumph for the end of the fight, we risk becoming prisoners of our own success.
Take, for example, the recent surge in feminist discourse around workplace equality. Companies proudly tout their gender pay gap reports, pat themselves on the back for hiring more women, and then promptly forget to address the deeper issues of systemic discrimination, harassment, and the undervaluing of care work. The “We Did It, Joe!” mentality allows these corporations to declare victory and move on, leaving the real work—of dismantling patriarchal structures—half-finished. Feminism cannot afford to be satisfied with crumbs when the feast of justice remains out of reach.
The Myth of the Single Savior: Why Collective Action Matters More Than Viral Moments
In the digital age, it’s easy to fall into the trap of believing that a single viral moment can change the world. A tweet goes viral, a petition gains millions of signatures, and suddenly, we’re told that we’ve “won.” But real change is never the work of a single savior; it is the result of collective action, of tireless organizing, of people showing up day after day, even when the cameras aren’t rolling. The “We Did It, Joe!” mentality erases this reality, reducing feminism to a series of isolated victories that can be celebrated and then forgotten.
Consider the feminist movements that have reshaped history—not through viral hashtags, but through decades of relentless organizing. The fight for suffrage, the battle against marital rape laws, the struggle for reproductive rights—these were not won in a single moment of digital triumph. They were won through the unglamorous, often thankless work of activists who refused to accept half-measures. The “We Did It, Joe!” mentality risks turning feminism into a series of performative wins, where the real work of building a just world is sidelined in favor of fleeting moments of online applause.
The Corporate Co-Optation of Feminist Wins: When Capitalism Turns Rebellion Into a Brand
Capitalism has a knack for turning rebellion into profit, and feminism is no exception. The “We Did It, Joe!” mentality plays right into this co-optation, where feminist victories are repackaged as marketable trends, stripped of their radical potential and sold back to us as consumer choices. A feminist campaign goes viral, a brand slaps a feminist slogan on a product, and suddenly, we’re told that we’ve “won” because we can now buy our liberation in the form of a t-shirt or a tote bag.
But feminism is not a brand; it is a movement that demands structural change. When corporate interests hijack feminist wins, they turn them into hollow gestures, where the real work of dismantling oppression is replaced by the illusion of progress. The “We Did It, Joe!” mentality thrives in this space, where a single viral moment is celebrated as a victory, even as the systems of oppression remain intact. Feminism deserves better than to be reduced to a marketing ploy; it demands a radical reimagining of power, not a performative nod to equality.
The Way Forward: Beyond the “We Did It, Joe!” Mentality
So how do we move beyond the dangerous illusion of the “We Did It, Joe!” mentality? The answer lies in reclaiming feminism as a movement of sustained, unglamorous resistance. It means recognizing that progress is not a series of viral moments, but a continuous struggle against oppression. It means refusing to accept performative allyship as progress, and demanding real accountability from those in power.
Feminism must be about more than visibility; it must be about transformation. It must be about building a world where liberation is not a fleeting moment of online applause, but a lived reality for all. The “We Did It, Joe!” mentality is a trap—a seductive illusion that lulls us into complacency while the systems of oppression remain intact. But feminism is not a performance; it is a revolution. And revolutions are not won in a single viral moment—they are won through the relentless, unglamorous work of building a better world.
