Emma Casey
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‘I really wanted to share this with you all!’
The commercial success of the cleanfluencer
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What is the relationship between the cleanfluencers and the celebrity housewives that came before? Does the ‘domestic goddess’ housewife syndrome prevail? How is social media used in new ways by cleanfluencers to appeal to new followers? This chapter examines the rise of digital media to help explore today’s representations of the housewife. Celebrity housewives today use their platforms on social media to share cleaning and tidying tips and strategies in much the same way as their predecessors did. But, in contrast to the homemaking educationalists, this new generation of celebrity housewives are presented as being relatable. Cleaning and tidying tips and advertisements are shared with followers as an act of kindness. Followers are encouraged to avoid overthinking or looking outwards into the world too much, and instead to focus on self-improvement. The focus on the ordinariness of the ‘cleanfluencer’ means that their success is presented in a way that feels attainable. The chapter shows that there has been a revival of earlier ideals around the housewife as responsible for displaying a particular version of her home. It shows that in these new digital worlds, housework has become increasingly bound up with how individuals define themselves. In the ultra-curated world of social media, homes are more carefully presented and displayed than ever. Moreover, the actual work of housework is either rendered invisible, or else tasks such as mopping the floor or folding washing are filmed alongside uplifting music and made to look effortless, relaxing, rewarding and satisfying.

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The return of the housewife

Why women are still cleaning up

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