Popular feminism refers to a sort of mainstream, corporate-friendly feminism. It announces itself on self-help blogs that implore women to "be confident in the workplace" and on aspirational Tumblr pages that remind women that they are beautiful despite societal norms that tell them that they're not. In this way, popular feminism is "safe" — it implicitly encourages more women to work within a system that is already designed to devalue (and underpay) the labor of women.