Feminism?

So, in my Gender and Media class today, we were talking about feminism. We read a very interesting article by Susan Douglas called "I'm Not a Feminist, but...". It basically talks about the backlash of the term "feminist". Many women would say that they believe and support women's rights, however, they balk at the term feminist. A Feminist is often associated with the extremes; bitchy, over-bearing, lesbian etc...This is so sad to me, especially since the term is not meant to be associated with those things at all. That is like saying that the extreme or fringe of any group (Civil Rights, Anti-War) defines the whole group. Can't someone believe and want to fight for women's rights without being a bra-burning man-hater?