Intersectionality is a travelling theory; now enjoying significant contemporary visibility and popularity in the feminist blogosphere, it has moved across disciplines and borders in ways that are quite distinct from the scholarly critique developed by Kimberlé Crenshaw some time ago. In this article, I consider how intersectionality is translated, and retheorised, as an intertwined set of everyday knowledges and associated governmental practices that both echo and diverge from some of the complexities and politics of its wide-ranging scholarly uptake. Drawing on (...) interviews with self-identifying feminists in a pilot project mapping contemporary Australian digital feminisms, this article explores two overarching patterns in intersectionality’s mobilisation. First, the shift to understanding intersectionality as an everyday conceptual grid plotting women’s differences along one axis, and measuring relative privilege and disadvantage on the other, recentring whiteness and liberal multicultural models of diversity and inclusion. Second, the transformation of intersectionality into an abstract, individualistic model of conduct, involving the citation and classification of ‘white feminist’ behaviour elsewhere, in frequent judgments on US celebrity culture. As such, intersectionality, while seemingly popular, often remained curiously ‘theoretical’ and divorced from embodied, everyday practices. I suggest in what follows that such a model of intersectionality raises questions of the commercial, racialised, political and mediated conditions that shape the theory’s visibility and materialisation. (shrink)