Backlash

Backlash is a negative response to a shift in power or popularity.

In feminist discourse, "backlash" particularly refers to backlash against the women's rights movement and political feminism. However, there can be a backlash against anything. For instance, the surge of popularity of girl heroines in the late 1990s and early 2000s may be followed by a backlash, with fewer such works made; less popularity for such works; or a retake on the works that critiques them or transforms them in a significant way.

A backlash is distinguished from a simple negative response to something external. For instance, the change in popularity of troll dolls from zero popularity to incredible popularity may be followed by a backlash against trolls dolls, which was precipitated by the change in popularity itself. A backlash might include anti-troll doll propaganda, troll doll mockeries, and people turning to things which are the opposite in every way of troll dolls.

On the other hand, suppose troll dolls become very popular, and then just wane in popularity or their popularity is eclipsed by some new fad. That wouldn't really be a backlash, because the second change is not precipiated or caused by or a response to the original change.