New Heroines of Labour: Domesticating Post-feminism and Neoliberal Capitalism in Russia.
View/ Open
Volume
49
Pagination
88 - 105
DOI
10.1177/0038038513516830
Journal
Sociology
Issue
ISSN
0038-0385
Metadata
Show full item recordAbstract
In recent years, post-feminism has become an important element of popular media culture and the object of feminist cultural critique. This article explores how post-feminism is domesticated in Russia through popular self-help literature aimed at a female audience. Drawing on a close reading of self-help texts by three best-selling Russian authors, the article examines how post-feminism is made intelligible to the Russian audience and how it articulates with other symbolic frameworks. It identifies labour as a key trope through which post-feminism is domesticated and argues that the texts invite women to invest time and energy in the labour of personality, the labour of femininity and the labour of sexuality in order to become 'valuable subjects'. The article demonstrates that the domestication of post-feminism also involves the domestication of neoliberal capitalism in Russia, and highlights how popular psychology, neoliberal capitalism and post-feminism are symbiotically related.