Emma Casey
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Killing housework
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This chapter dismantles the myth of the ‘happy housewife’ in contemporary digital media cultures. It argues that it is crucial that we begin to challenge the myth that women are naturally more competent at and find personal fulfilment in housework. These myths have continued to infiltrate every aspect of social life, including within the workplace, where women continue to be seen as more naturally skilled at emotional work, administration and organising. The chapter reminds readers of the various ways in which, over the years, women have been promised that housework will bring them freedom and pleasure. This promise is rarely realised. Digital media and cleanfluencing accounts offer new sites whereby inequalities are sometimes confronted but mostly reproduced and ultimately tolerated. I show how the digital image of the cleanfluencer represents the housewife as always flexible to the continuing and contradictory demands of neoliberalism. The chapter concludes by suggesting some radical alternatives to today’s highly unequal, commercialised and digitised versions of housework. It returns to ideas of ‘collective joy’ and ‘radical happiness’ which stand in contrast to individual and competitive searches for happiness and personal betterment that are reflected in the discourses of housework explored in this book.

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The return of the housewife

Why women are still cleaning up

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