Thus “shelf life” metaphorizes the affective registers embedded within the consumption of endorsed products and the demands placed on female pop stars to sell normatively feminine ancillary properties.įocusing on the chess prodigy Samuel Reshevsky (1911–1992), this paper examines the international commercial exploitation of child prodigies and their rise to celebrity. Post-feminist entrepreneurialism describes the contradiction between empowerment and the erasure of agency for such media professionals. This concept is meaningful for female celebrities who embody the passage of time in complex ways and defend themselves against industrial and cultural perceptions of their own disposability. Because such entrepreneurial efforts extend female pop stars’ industrial viability, post-feminist entrepreneurialism is defined through a critical reclamation of “shelf life,” or the timespan that a commodity can be stored before it spoils. It mobilizes the term “post-feminist entrepreneurialism” to describe business strategies for female recording artists representing themselves as workers and capitalist subjects through the endorsement of mass-produced, hegemonically feminine consumer products that exploit individual brands to engender feelings of proximity and empowerment in consumers. This article analyzes discourse around pop stars Katy Perry and Nicki Minaj as fragrance spokeswomen. This convergence between the ‘sickscape’ of mental illness and celebrity culture can be understood as a ‘celebritization of self-care’, which reproduces a hyper-individualized, neoliberal and distinctly gendered ideology of meritocracy, and presents all forms of achievement, including recovery from mental illness, as the result of competitive individualism. Furthermore, the article demonstrates how her celebrity health narrative has been repackaged and reproduced by the merchandizing industry, providing general lifestyle advice about the value of ongoing self-improvement. It is argued that Lovato has successfully rebranded herself as the embodiment of achievement, self-improvement and confidence by embracing her diagnosis with bipolar disorder and other mental health struggles. Using the threatened yet ultimately reconfirmed celebrity status of pop singer and mental health advocate Demi Lovato as a case study, this article analyzes how celebrity health narratives reflect and produce a neoliberal ideology of individuality in the context of mental health care.
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