Tag Archives: book marketing

Why are we still infantilising women in fiction?

I know, I know, that’s a horribly click-bait article header, isn’t it? Bear with me?

First, a writing update. As I am still waiting to hear on the three projects out on sub, and had a moderately event-full January, I haven’t done much writing so far this year. As I wrote about last time, I’ve been playing with short fiction though, and finished two short stories in January – the first since I wrote Mhairi Aird for Nova Scotia 2. They are both solarpunky things about an older woman negotiating with a storm, and a bone garden in the sky, and I’m quite pleased with them though they’re still very much drafts. So far, February has mostly been editing one of my on-sub projects down to novella length in anticipation of targeting a new round of subs to that market.

In other news, The Salt Oracle, was recently included on the Locus Recommended list, and longlisted for the British Science Fiction Association awards for both Best Novel, and Best Artist for Sam Gretton’s beautiful cover. I’m particularly delighted to see his work get this wee bit of recognition & will be crossing all the fingers we get some votes in the next round.

But back to today’s mini Raine rant. This comes from a conversation with friends the other day about the new genre label ‘weird girl lit’.

It’s a slightly odd label in that it doesn’t really tell you very much, and seems to be applied to a wide range of fiction from fairly horror-heavy to upmarket bookclub type fiction with a touch of darker fabulism. The overarching connection seems to be contemporary/real-world speculative fiction that involves morally grey, oddball women resorting to questionable behaviour (generally violence, often cannibalism) as an expression of ‘feminist anger’ or the like. The bloodier end of this spectrum is also being called ‘femgore’ for obvious reasons! I have tangential opinions about how deeply the ‘feminism’ is being thought through in some of these books, but that’s irrelevant right now. The point is these are genre-blending books being hailed as more or less feminist.

While I am not a big reader of gore or body horror, I’m all for a bit of bloody vengeance, so some of these books are very much my thing. Others aren’t, it doesn’t really matter. What has got a lil bit under my skin is the fact that we are once again using terminology that diminishes women. And this time, in supposedly feminist books.

Several years ago, we had a rash of ‘Girl on the Train’ copycat titles, all using ‘girl’ to label a 30-something year old woman. We also had, god, a bazillion ‘The [obscure profession]’s Daughter/Wife’ titles which rather than infantilise the female main character, reduced her to nothing but an extension of a man. The more recent formula of ‘The [unusual thing] Of Firstname Lastname‘ feels rather samey, but at least these women are granted a name. ‘Chicklit’ got replaced with the slightly less patronising ‘women’s fiction’ and then that in turn kind of fell out of fashion in favour of catchalls like ‘beachread’ or ‘bookclub’, or, y’know, the actual genre of the book – histfic, romance or mystery. Hurrah, I thought, we are moving past reducing women to children/possessions. Progress!

And now we have ‘weird girl lit’ and I want to poke people in the eye with my crochet hook.

This time around is particularly egregious because, as I mention above, this is a genrespace that purports to be exploring feminist themes. Examining and playing with feminist rage – with the accumulated weight of anger, fear, disempowerment and repression that women have been carrying for centuries, and letting these characters express those hurts in bloodily cathartic ways. But yes, let’s call them children. Let’s reduce them to someone who isn’t fully cognisant of her emotions or choices. Let’s disempower her, let’s make her small.

You cannot, to my mind, call a book feminist while at the same time infantilising the female character (or author, for that matter). You just can’t.

To be very serious for a moment, (please skip this paragraph if you like) aside from the obvious misogyny of infantilising adult women, I do think it’s worth remembering that blurring the boundary between women and girls is a two-way street. Framing women as girls allows society to conveniently forget that actual girls are not women. And at a point in time where child rapists lurk in the white house and the royal family, that matters. So does reducing women to possessions or beings without direct agency at a time when our rights are being stripped from us, and a second husband has just pled guilty to 13 years of drugging, raping and allowing other men to rape his wife.

At the level of normal, daily life though, I know we all draw our lines in different places. I don’t mind people addressing a mixed group as ‘guys’, I know some women do. In casual settings, I don’t really care if someone calls a bunch of women ‘girls’…. actually, scratch that, I would definitely mind if it was a man! But book genre labels are not casual language use, they are labels being applied by corporations in order to shape perceptions. Whether that corporation is a publishing houses, a bookstore, social media platform or a newspaper, a genre label is a formal language decision. It is word choice that carries weight; influencing people’s assumptions and reactions in ways that are both pervasive and hard to measure.

Do genre labels enable misogynistic violence? Not directly, of course they don’t. But it’s not hyperbole to say that tolerating language which infantilises women is reinforcing systemic power imbalances rather than deconstructing them.

So why are we doing this in the year of our holy weasels 2026? And where did this term even come from?

There is, I believe, a trend of women on booktok labelling themselves ‘weird girlies’ or ‘gothic girlies’ or whatever. Apparently ‘weird girl’ is a whole aesthetic for all those misunderstood misfits out there…. Okay, maybe I’m a couple of decades too old to do anything but roll my eyes at that. My inner Gen X voice is murmuring ‘if you need to tell people you’re weird, believe me, you’re not’. Hey, we live in an era of labels though so knock yourself out, I guess. BUT being ‘weird’ doesn’t get you a pass on infantilising yourself. Just because the housing market sucks, that does not make you yourself a permanent child. Your bra-burning grannies taught you better.

Top search results for weird girl lit. I’m seeing lots of grown ass women.

Umm. Where was I?

There is another genre term – ‘sad girl lit’ which seems to have arisen just before (and perhaps spawned) the ‘weird girl’ and is exemplarised by Sally Rooney’s Normal People – books that centre a (young) woman being depressed and struggling with Life. I guess because it’s generally contemporary fiction rather than speculative, this genre label didn’t cross my radar often enough to invoke a ranty blogpost. And in ‘sad’s defence, at least these books aren’t selling themselves on their feminist themes, so far as I can tell. A minor plus, but we’ll take it.

I imagine the ‘weird girl lit’ term then was a confluence of the ‘sad girl’ formula already existing, and the hashtags on tiktok. And given that booktok is an absolute steamroller of a force, whereas I am, well, me, I doubt anyone is going to suddenly reconsider the ‘girlifying’ of adults and adult fiction as a result of this post.

So I guess I want to know why.

Why do we keep discovering new ways to reduce women in women-centred fiction? Does doing so make the sheer existence of female-led books more palatable? Or is it that anger, flaws and moral ambiguity are only permissible in a woman if she can be reduced to child proportions?

Publishing is, at the medium and lower tiers, a female-dominated industry. Booktok is a female-dominated space. So it is women coming up with these labels, and women voluntarily adopting them. Are we then, even as we think we are celebrating feminism and female power, actually proactively shrinking ourselves in anticipation of pacifying the hegemony? Oh don’t mind me being angry, uwu face, I’m just a smol bean.

That’s my best guess. That we are so well-trained in the need to take up less space, to de-escalate, to pander, that much as we intend to break free, the corporate structures around publishing are so risk averse, traditional, and steeped in bias, we must still contort our ‘feminism’ into a palatable form at the point when story meets marketing (or social media algorithms).

It’s a kind of camouflage. We cannot attract the anger of the patriarchy if we paint our angry books as small and silly and harmless, right? You’ll still review my books in your publication if I erase the female lead, or box myself in this palatable way?

The covers of these books are often (gloriously) blatantly bloodthirsty, so it’s not the individual books hiding themselves in this way, it’s the label they all get put under. Yes, they’re weird, but they’re girly, so it’s okay. Practically kidlit, amirite? (oh, hello tangential Opinions about cartoon covers lol)

Given how hard it is to succeed as an author, given how hard marketing departments have to work to get books to break out, given all of that, I can understand sticking palatable labels onto books that push against gender assumptions in ways men might find uncomfortable. I mean, god forbid, right?

But.

But most readers are women. Further, the vast majority of readers of female-authored books are women. So why are we shrinking ourselves to cater to the insecurities of a male readership which is barely there? Is it because the newspapers, publishing houses and social media platforms are controlled by men, and even though they aren’t reading our books, they will still squash ones that don’t appease them? Or because as women existing on the internet, we are used to the creepy DMs, but those DMs (and the subliminal threat they create) get distinctly creepier if we raise our heads above the parapet in any way?

I’ve seen talk that 20-30yr olds are infantilising themselves because they can no longer access external markers of ‘adulthood’ – the mortgage, the financial stability to have children etc. Even if that’s true (though please see my comment above!), the earlier iterations of this – the Girl on the Train/Time Traveller’s Wife iterations – pre-date that. Women having to contort themselves to safely fit is not a new thing, and not remotely a publishing-only problem. Of course it isn’t. But publishing and booktok both have enough women in them that we could surely resist infantilising ourselves if we tried hard enough.

I am not a ‘weird girl’, or for that matter, a ‘sad’ one. I am a woman full of hunger and hope, ugliness and beauty, belonging, alienation, gratitude, rage. I am the memories of generations of women fighting to be fully themselves in a world that wouldn’t let them. Do not shrink me, I will not have it. And for the love of god, stop shrinking yourselves.


Okay rant over. Thank you for reading! Next time… oh man, it would be nice if I had updates on books, wouldn’t it? Fingers crossed…

Thank you as always for your support. Because accessibility in publishing is important to me, I keep all my craft and publishing posts free, so any shares or tips are greatly appreciated. Wishing you a fabulous weekend.

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Dystopias, reality, and getting crabbit about labels

So a wee while ago I was asked a question at an event that very nearly launched me into a TED talk of an answer. We were out of time so I had to restrain myself, but I figured it would make a good article in which no-one is waving frantically at me from the sidelines begging me to shut up!

The question was something like this: You said you don’t call We Are All Ghosts In The Forest a dystopia, but several of your books have dystopic themes so why don’t you call them that?

Which is a fair question. I had said earlier in the event that although Ghosts is often marketed and reviewed as a dystopia, I personally resist that label. And yes, the questionner was right that several of my books – Ghosts, The Salt Oracle, This Is Our Undoing, even Mother Sea (although we’ll come back to that) – have elements of socio-political or environmental settings that are pretty dark and dystopic.

Possibly a dystopic gas cloud wasteland, possibly Iceland

Dystopian fiction

First off, for the sake of clarity – what is dystopian fiction?

It’s generally framed as a story that takes place in a society that is in some way repressive, cruel, unjust or otherwise plain ol’ nasty – a kind of worst case scenario of humanity as a society. It’s often worked in combination with environmental extremes that the system is a reaction to, and it’s often, but not always, propagandised as utopian. Or it is presented in contrast to some utopian other – the past, another country, another planet etc.

‘Dystopia’ is a genre label that’s had some pretty impressive waves in popularity, isn’t it? There have been times, around the Hunger Games era for example, when it was riding pretty high. Going back further, I remember reading A LOT of post-nuclear apocalyptic dystopias when I was a young kid growing up in the tail end of the cold war. They’ve been around for a long time, and range from commercial to the more literary examples like A Handmaid’s Tale or The Road. It’s one of those genres that never entirely drops off the popularity lists at all, but it’s … taking a wee bit of a back seat at the moment, from what I can gather. People, I think, are largely either looking for pure comfort, or for more ‘working through the disaster’ than ‘living in the aftermath of the disaster’ narratives, for very understandable reasons.

However, that slight popularity downturn is not why I avoid the label. I mean, I write quiet, genre-blending books, I clearly am no good at writing to market so I don’t worry about the trendiness of labels either.

Why I love but (kind of) avoid the label

My resistance to ‘Dystopia’ as a label is that for most (not all, but most) fiction in this genre, while it is generally accepted that the dystopia will hold echoes of the real world, it is framed very much as a fictional futuristic, often apocalyptic world. An omg can you imagine? How terrible that would be. And yet the elements of worldbuilding that make it dystopic are actually real things that exist today in the real world for many people individually and as societies.

  • Oppressive totalitarian government? tick (check, if you’re weird)
  • Violent persecution based on your identity? tick
  • Profound injustice through corporate exploitation and corruption? tick
  • Vast wealth hoarding built on a brutalised underclass? tick
  • Even – An underclass struggling in a devastated landscape while the powerful buffer themselves from the disaster they unleashed? tick.

None of these are fiction. We all know that. And yet put them into a book and it gets labelled ‘Science fiction’. It gets labelled ‘Dystopia’. As if it is some entirely imaginary horror. When it isn’t. It is the daily lived experience of fellow humans right now today as you are reading this.

Can you tell I Feel A Way about this by the way my sentences have. got. very. short??

I do get it. I do. We explore the things that upset us by fictionalising them, because fiction allows us to parameterise and navigate our fears or horrors or heartbreak in a safe way. And exploring the very real brutalities of the world in fictionalised ways is a powerful tool for enabling us as a society to process our emotions enough to act on them.

So yes, Dystopia as a genre is one I vehemently think we need – I think it deals with big topics in accessible, captivating, mind-opening ways, and that’s amazing. I love this genre. And too, many Dystopia books are so distantly connected to real world issues that they lose that uncomfortable overlap. The Hunger Games, for example. Yes, you can trace elements back to real things from the Roman Games to Communist Russia and beyond, and Collins herself lays inspiration at the feet of the social media distraction engine burying genocide beneath cosmetics ads and clickbait. But the overall concept of the society and games themselves are disconnected enough, in my mind, to not raise quite the same adjacency discomfort in me.*

*Edited to add that yes, I read that news article from the US (in May, fortunately that madcap idea seems to have vanished), about an unhinged proposition to run ‘challenges’ for asylum seekers to win asylum. Yes, that might make this point no longer true.

The dystopic elements in my books, however, are nothing original. They are dystopias that are sadly, horribly real. I mean, Mother Sea isn’t even speculative – it’s straight up contemporary fiction (albeit on an imagined island). This Is Our Undoing simply extrapolated out from fragments of history and current news in Europe around the time of the Brexit vote. Ghosts … well, it’s fascinating to me that living without advanced technology is enough to earn the label Dystopia, to be honest. Its wider regional unrest and climate instability are both very real things, but those aside, I see the more egalitarian, community-based, slower life in Ghosts as less dystopic than the late-stage capitalism we’re currently living in in the west, modern healthcare (and digital ghosts!) notwithstanding.

One of the greatest wonders of SFFH as a genre space has always been its ability (not always utilised, but sometimes) to challenge the status quo and cast light on things the powers that be would like us to ignore. To ask the questions we should be asking of where we are headed and whether that’s what we actually want. Dystopias are a rich vein to draw from in that pursuit, and alongside the fully imaginary scenarios, real world injustices absolutely deserve to be visible and interrogated on the page – whether directly or in more fantastical or futuristic analogies.

But if we use the Dystopia label as a way to catharsise our discomfort and reframe reality as a safe make-believe, then we are letting ourselves and our readers down. We are inserting a safe deniability into the reading experience. And what could be about creating empathy and connection then instead buffers the reader from having to have uncomfortable thoughts about the systems they exist within.

So no, I don’t consider my books dystopian fiction. Because those very elements that people point at in applying that label are among the least fictional bits of my books. Digital ghosts are very fictional (sadly), communities living off the land without technology, modern healthcare or political stability? Not exactly a wild leap into the imaginary. I don’t think readers have to see the resonance between imaged and real world when they read dystopias, and I don’t think that resonance has to be central to the story. I personally know it’s there though, so I personally shy away from framing it as entirely futuristic worst-case fiction.

Possibly a dystopic arid wasteland, possibly Madagascar

But…

But labels aren’t really about the meaning of a book, in most instances. They’re about the cogs within marketing that let a book sell.

I sound crabbit as all hell about this, don’t I? Honestly in real life, I have almost certainly used #dystopia to help market my books, and I am just shrugging and rolling with it when other people call them that. I promise I am not roaming the publishing world battering people with this rant. Books need to find their readers, and that involves playing the marketing game in whatever way helps, so labels are gonna label. And there’s very little to be gained by getting het up about it.

Dystopia as a marketing label tells readers instantly that a book is going to be set in some futuristic society that carries dark echoes of a recognisably contemporary one. And that’s all it needs to do at that level.

Do I think we should treat it with the same caution we use when calling things ‘Utopias’? Yeah, I kinda do. Because just like utopias, dystopias are not a simple thing to unpick. But the marketing engine needs simple labels more than it needs authorly caveats and squickiness, and honestly it’s not the job of marketing teams to make sure the real world resonance is there. That’s my job as a writer.

More than that, it’s our jobs as readers. To read with compassion not just for the fictional characters on the page but for the real world roots that the story world might contain. To resist the urge to comfortably shelve dystopic injustices under ‘make believe’ in our minds. To read just a little bit deeper.

I might grimace faintly when someone calls my books Dystopias, but if that label helps people pick them up, then I hope I’ve done my job well enough that those readers (as well as simply enjoying the story) connect to the real world echoes in my imagined darkness.


Thank you for coming to my TED talk. 😀 I feel much better for having got that off my chest!