Graduation Year

2023

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts

Department

Politics and International Relations

Second Department

Humanities: Interdisciplinary Studies in Culture

Reader 1

Nancy Neiman

Reader 2

David Roselli

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Terms of Use for work posted in Scholarship@Claremont.

Abstract

This paper builds on understandings of capitalism’s dependence on women’s reproductive labor to situate the current push to self-care at the intersection of the naturalization of care work as feminine and the neoliberal tendency towards individualism. Drawing on understandings of hegemony and Foucault’s theorization of power and discourse, it is understood that women in particular are sold self-care as a means of performing femininity and as an individually achievable solution to problems which are seen as internal and individual as opposed to systemic. This paper looks at how the expansion of self-care discourse onto social media changes the way ideals of capitalist femininity are sold and enforced through the use of Critical Discourse Analysis to better understand self-care content on TikTok.

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