the word "feminist" only turns people off because our meeja and general culture has done such a great number on us all. "oh I'm anti-sexist but I'm not like those feminists who are angy/mean/bitter/shagless" - well, who says that they are all those perjorative things?
yeah, people who want to preserve the status quo, that's who.
I get that much more clearly now that I live in the US, where President Obama's (right-of-Cameron) policies are described as SOCIALIST! COMMUNIST! ANTI-AMERICAN! by the right wing here. I spent ages thinking, well, a bit of socialist thinking might repair this damaged, failing attempt at a welfare state... and then realised that over here "Socialist" is an insult on a par with "Stalinist" or "Nazi". Culturally over here, to call something 'socialist' is to insult, not describe it. That's how people act towards 'feminist' - well fine, but I think it can be reclaimed at a word. It's just a descriptor of a progressive movement, after all.
Remember, the word "queer" used to be an insult, a condemnation, and it was successfully reclaimed. The more 'normal' people that 'come out' as feminist, the faster it will be reclaimed. I'm feminist and I don't care who knows it.
And I wear makeup and have TWO men in this house wot I passionately adore, so ... erm... nyer? 