09/17/2014 10:19 am ET Updated Nov 17, 2014

The Exclusive Club or Else: The Branding of Feminism

Feminism by definition is the theory of the political, economic and social equality of the sexes. The advocacy of women's rights or economic and social movement is not owned by the political left and many are surprised by that. Different branding of feminism creates a conflict where factions advocate for their own definitions of social equality. The result: alienation of those with common goals.

While some prioritize their advocacy for economic conditions such as pay equity and job opportunity, others focus on birth control and abortion rights; nonetheless, branding of feminism with intent to harm those with opposing political ideology damages the overall cause of social equality of the sexes.

By its definition, feminism should not have unique political ideology and should not alienate those that support the cause of advancement of their own brand of advocacy for women's issues. All factions of feminist ideologies want women to be treated fairly and equitably consistent with their sensibilities.

My own "view" of feminism was stretched by watching the new crew of ABC's "The View". The new season started with a "bang" so to say, or maybe a "pop" -- a predisposition to violence perhaps? Was this great conversation with great women they advertise?

"Welcome to the newer View" quipped Whoopi Goldberg on the ABC Daytime Show with a brand new liberal cast and Nicolle Wallace, their so called moderate Republican. The ladies of The View focused on their favorite conservative pin cushion, Sarah Palin, referring to Wallace's work with Ms. Palin on her candidacy for Vice President.

Rosie Perez asked "When did you want to just pop her?" -- With a laughing audience and ladies of the View approving of Perez's dictum. Whether or not Sarah Palin was well liked or respected, this literal message was: the Vice Presidential Candidate Sarah Palin deserved to be popped. Wallace struggled to get a word in.

The women of The View seriously criticized the suspended Baltimore Raven Ray Rice for the "cold cocking" of his future wife but jokingly discussed Nicole Wallace's business relationship with Sarah Palin referring to "popping" her. There have been several references to violence against Palin and others by those who have been on The View.

• Feminist comedienne guest Kathy Griffin, once considered to replace Joy Behar on the View, claims she wanted to "push Sarah Palin down the stairs."

Sandra Bernhard warned, "The Republican V.P. nom would be "gang-raped by my big black brothers" if she enters Manhattan.

• Speaking of previous View host conservative Elisabeth Hasselbeck, O'Donnell said "I don't ever want to be paid to fight with another woman. I'm a feminist. Proud to be one...No matter what the price, I would never argue with a pregnant woman, for money. So I had to go." O'Donnell claims she left because she would not argue, not in her makeup, really? Another jaded reference to fighting with a woman. Is this a predisposition to violence, a lack of tolerance for another brand of feminism?

Behaviors displayed by the ladies of The View along with their feminism moniker, divide otherwise allies from all sides of those interested in the advancement of women's causes.

Must all supporters of women's issues take on the form of feminism that resonates from the liberal perspective or should there be recognition of all political persuasions in pursuit of the goal of advancement of social and economic justice?

According to Cathy Young of Real Clear
Yet the audience for a different kind of feminism -- one that seeks individualistic and market-oriented solutions, rather than big-government-driven ones, and focuses on women's empowerment rather than oppression -- is clearly there. The women who embrace it are likely to transform both feminism and conservatism. The feminist movement ignores them at its peril.

This introduction to "The New View" served up a big helping of alienation of the feminist cause and underscores the estrangement of those with similar goals, while failing to recognize similarities in purpose.

This makes us question if there can be a branding of the feminist label that we all can agree on without these types of apparently acceptable and obviously humorous threatening comments and lack of respect for other persuasions.

They received Barbara Walter's "blessing" on an actual throne but what transpired did not represent Walter's approach. This new "View" does not represent great feminist conversation with respectable decorum.

When women on the right and left look at this predisposition of violence against moderate women they should ask themselves if the feminist cause is at peril due to their political agenda. This branding of feminism is not what I can personally rally around. It's time for a feminism makeover that focuses on the specific goals and priorities without threatening and bully tactics.

I would go to the moon and back for economic and social equality but not like that. Their brand alienates, admonishes, and threatens ideas other than their own.

Rosie O'Donnell promised a new "View" that will be smarter. Here's hoping they will take heed.