The celebrity wellness and lifestyle sector: maintaining dominant gender norms and structures in a postfeminist online culture

Turner, Sarah (2024). The celebrity wellness and lifestyle sector: maintaining dominant gender norms and structures in a postfeminist online culture. University of Birmingham. Ph.D.

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Abstract

Postfeminism, which is evolving and increasingly intertwining with neoliberalism, is a topic that needs to be (re)explored to establish a better understanding of it and its effects on women’s lives. How postfeminism operates within the online sphere is an important area to research due to social media platforms, which play a significant role in identity construction, constantly undergoing transformations. This thesis aims to explore how postfeminism is evolving by looking at Poosh, a celebrity-run wellness lifestyle site promoted through Instagram. The wellness industry is a pertinent area to look at due to its emergence being linked to postfeminism and social media. Furthermore, my research explored the normative portrayal of motherhood within Poosh, as the concept of postfeminist motherhood has so far only received sparse attention in the literature. The thesis found that while some postfeminist sensibilities seem to have evolved superficially, at the core they remain the same, and still contribute towards maintaining dominant norms and structures. Moreover, while ‘correct’ parenting techniques are being reframed within postfeminism, in particular due to neoliberalism’s influence, to help produce future happy productive and resistant neoliberal subjects; childrearing is still portrayed as the woman’s main responsibility.

Type of Work:

Thesis (Doctorates > Ph.D.)

Award Type:

Doctorates > Ph.D.

Supervisor(s):