Women’s Studies Now!
From the climate emergency through attacks on women’s bodily autonomy to the place of gender in far-right populist discourse, Women’s Studies is uniquely placed to shine a critical light on some of the most urgent topics facing the world today. Women’s Studies Now! brings together some of the cutting-edge feminist research being conducted at the University of York and beyond.
Cleanfluencing: The Spectacular Return of the Housewife in the Late Modern Digital Age
Popular depictions of housework as ‘sparking joy’; as the preserve of the ‘happy housewife’; as key to a happy family; as an expression of ‘care’; and as ‘women’s work’, have a long and stubborn history. Today, digital social media is flooded with images of gleaming, immaculately tidy homes with accounts dedicated to reproducing images of women cleaning, tidying and ordering domestic spaces omnipresent across social media. The influencer boon, alongside a renewed post-pandemic focus on keeping homes clean, germ-free and ‘safe’, has culminated in the burgeoning popularity of ‘cleanfluencing’; an online re-configuration of the white woman housewife, responsible for curating digital images of the perfect home and with overwhelmingly women followers. And yet housework remains one of the most unequal institutions globally.