I can't really speak to what it was like to call yourself a feminist in the past on a personal level but I think calling oneself a feminist in the past may have been inimical because feminists in the '70s were the first to really challenge deeply embedded gender roles and demand concrete political and economic rights. They were asking for rights that seemed like a direct threat to those in power - they were asking for equality in a society that didn't have it in an obvious way. They were put down and villainized because they were seen as threatening.