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ISBN: 9781771136310-03

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Marketing Self-Care

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From: Decolonize Self-Care

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Chapter 2 discussed the modern prioritization of the personal benefits of self-care that are marketable and make white, rich, cis, and heteronormative femininity commodifiable. The authors discuss neoliberalism, the marketing of feminine care, biohacking, the appropriation of tantra, the wellness travel industry, and finally, what the authors described as the self-care industrial complex.

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Contributors

Alyson K. Spurgas

Alyson K. Spurgas is associate professor of Sociology and affiliated faculty in the Women’s, Gender, & Sexuality Studies Program at Trinity College in Hartford, Connecticut. Spurgas researches, writes, and teaches about the sociology of trauma, the politics of desire, and technologies of care from an interdisciplinary and intersectional feminist perspective. They are also the author of Diagnosing Desire: Biopolitics and Femininity into the Twenty-First Century (The Ohio State University Press, 2020), which won the 2021 Cultural Studies Association First Book Prize. Alyson lives in Brooklyn, New York, with their amazing partner and cat.

Zoë Meleo-Erwin

Zoë Meleo-Erwin is a qualitative sociologist and former assistant professor of public health. In 2022, she left academia to pursue a career as a user experience researcher in the tech industry. As a scholar, her work focused on the meanings of health and illness, health decision-making, experiences of embodiment, and the ways in which digital technologies facilitate the creation of both identity and community around health and illness.