The Entrepreneurial Practices of Becoming a Doll

 

Living dolls celebrities/ of the ‘Barbie flu’:

  • Post-Soviet (Russia and Ukraine mainly) – Olga Oleynik, Anzhelika Kenova, Valeria Lukyanova, Alina Kovalevskaya, Anastasiya Shpagina
  • America – Dakota Rose
  • Britain – Venus Angelic

 

In order to become a living doll, you will need:

  • Strong makeup skills, rimmed contact lenses and hair extensions;
  • Photo editing skills – Photoshop;
  • Surgery – rib removal, breast implants, eye widening.

 

How to become famous:

  • Good knowledge about social networks – Facebook, Twitter, Instagram, etc.;
  • Promote YouTube makeup tutorials;
  • Marketing e.g. tagging, sharing, comments, meme;
  • Create own-branded makeup/ rimmed contact lenses.

 

Postfeminism:
  • Contradictory representation of femininity;
  • The ‘enterprising self – both an active self and a calculating self’;
  • Subverting traditional femininity from passive to active;
  • Hyper-feminine appearance;
  • Sexual objectification.

New gender constructs: ‘dowdy’ farmer’s wife -> would-be brides/ living dolls.

Transnational postfeminism femininity morphs as it colonises new space by incorporating local understandings that make it more attractive.

wild-hats-headbands-masks-and_6d896522

 

Anime girl: The fluid brand
  • Transnational entrepreneurial femininity – post-Soviet, Western and East Asian;
  • Self-as-commerce-and-commodity;
  • Body is where economic potential is located;
  • Mix traits of cuteness, passivity and innocence with feminine appearance work.

 

Imitation of doll femininity:

  • In Western context is could be understood as infantilizing;
  • In pre-feminist femininity – a patriarchal order is troubled through complex gender ideologies;
  • In current feminine celebrity culture – carefully stylised beauty practices to produce a sexually attractive appearance;
  • In between the binary of real and unreal – this aesthetic labour is neither ‘true doll’, nor ‘real human’ (zombie-femininity).

 

Transnational postfeminist aesthetic labour

 

Exceptional transformational beauty practices:

  • New modes of celebrity;
  • Hybrid form of cultural expression;
  • Feminine expectations for passivity;
  • Cuteness and beauty-body work;
  • Practices of freedom through social and global mobility.

 

Self-made feminine subject, where the body has become a market of achievement, identity and mobility.

flat550x550075f-u3

 

Reference:

Aesthetic Labour. Rethinking Beauty Politics in Neoliberalism,

Edited by: Ana Sofia Elias, Rosalind Gill and Christina Scharff

One thought on “Aesthetic Labour or the ‘Barbie flu’

  1. Present with no answers to the difficulties you have sorted out via this manual is a vital instance, in addition to the sort which could have badly affected my entire career if I had not discovered your site.

Leave a Reply

Your email address will not be published. Required fields are marked *