In this thesis I identify "whitely" strategies: rhetorical strategies which manipulate tropes of liberal individualism and choice to produce and justify notions such as a "postfeminist" moment and "conservative" feminism in ways that serve to subtly reify white supremacy and white privilege. I examine how the ideology of individualism becomes whitely in anti-feminist rhetoric masquerading as "conservative" feminism, and how individualism functions as an unconscious whitely effect in some "third wave" feminism. I begin by historicizing the ideology of individualism as it relates to cultural normativity and white identity, especially white women's identity. I then examine how individualism and choice are manipulated in anti-, "conservative," and "post" feminism, and how individualism functions as an unconscious whitely effect in some contemporary feminism. I end by discussing how to turn individualism and choice away from whiteliness, and call for applying Foucault's theory of biopower to the problem of white privilege.