Neoliberal Beauty

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Gill, Rosalind. 2021. Neoliberal Beauty. In: Maxine Leeds Craig, ed. The Routledge Companion to Beauty Politics. Abingdon: Routledge, pp. 9-18. ISBN 9780367246570 [Book Section]

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Abstract or Description

This chapter looks critically at the way that neoliberalism is shaping trends in beauty. It argues that beauty pressures are intensifying, extending over new times, places, and sites of the body, and also moving “inside” in the form of injunctions to be confident, resilient, and to fashion a positive mental attitude. Although there are seeming counter-trends that include a diversification of notions of beauty, the chapter argues that the injunction to be beautiful is tightening rather than loosening its grip. The chapter is located theoretically in discussions of neoliberalism and postfeminism, and it also introduces the notion of “aesthetic entrepreneurship.”

Item Type:

Book Section

Identification Number (DOI):

https://doi.org/10.4324/9780429283734

Additional Information:

"This is an Accepted Manuscript of a book chapter published by Routledge in The Routledge Companion to Beauty Politics on 22 July 2021, available online: https://www.routledge.com/The-Routledge-Companion-to-Beauty-Politics/Craig/p/book/9780367246570. It is deposited under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way."

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