Emma Casey
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‘I’m broken and it’s beautiful’
Digital housework and the promise of happiness
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This chapter further explores the relationship between cleaning and selfhood. Housework within cleanfluencing accounts often promises to ‘spark joy’, popularising the idea that it is possible to clean and tidy yourself happy. This chapter examines where these narratives came from by situating cleanfluencing within the burgeoning positive thinking and self-help movement. Cleanfluencers often structure their content around an enthusiastic portrayal of the supposed mental health benefits of cleaning and tidying. Stories are regularly interspersed with reels featuring cleanfluencers taking antidepressants and describing their experiences of anxiety and stress in candid detail. The chapter considers how it is that housework came to be bound up with positive thinking and self-care. It looks at online housework cultures in light of the broader, highly popular positive thinking and self-care movement. Within the digital self-care movement, the secret to alleviating negative feelings of anxiety, depression and personal struggle is thought to be through a personal search for happiness; a process of ‘looking within’ and working on yourself to be a better person. Happiness and personal satisfaction are increasingly seen as achievable through positive thinking, kindness, gratitude and joyful ‘energy’. The chapter shows how distracting yourself through housework and counting your blessings are presented as key to happiness and personal satisfaction. Within cleanfluencing accounts, positive affirmations abound – ‘You’ve got this!’, ‘You are enough as you are!, ‘Just be you!’ – and regularly appear alongside endless adverts for cleaning products and homeware.

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The return of the housewife

Why women are still cleaning up

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