Emma Casey
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Housework turned inwards
Cleanfluencing and the self
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Where did the cleanfluencer come from? How and why does her image feature so prominently in the popular cultural imagination? Who follows her and why? To answer these questions, this chapter describes a process of ‘turning inwards’ whereby housework becomes more than a set of tasks to be completed or a calling for women to work heroically towards the greater good as earlier ramifications of housework had been. Instead, housework has become part of a personal project of the self; an act of self-realisation. It describes the series of events through which housework began to be associated with a ‘feminine self’, leading ultimately to the emergence of the digital cleanfluencer. The chapter argues that in order to understand the contemporary figure of the cleanfluencer, we need to consider how she is located within wider twentieth-century developments of selfhood which position the housewife as the ideal ‘stay at home’, enterprising woman who is also a worthy and savvy consumer. The chapter explores how the white bourgeois housewife and her reproduction via cleanfluencing social media accounts is a direct product of wider processes of consumer capitalism, post-colonialism and patriarchy. She is often worshipped and venerated, seen as heroic, stoic in times of crisis and the heart and soul of the family and home. And yet her work – the tasks of housework – is rarely celebrated. It is either invisible or else devalued and outsourced as very low-paid labour, often to the poorest women in society. The chapter examines the cultural legacies of the housewife, situating her emergence within historical structures of industrialism and colonialism. It shows how the emergence of the popular contemporary figure of the cleanfluencer is a logical step in the latest stage of consumer capitalism which has its roots in recent histories of gender inequalities around domestic labour.

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The return of the housewife

Why women are still cleaning up

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