‘How Goopy are you?’ Women, Goop and cosmic wellness

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dc.contributor.author Conor, Bridget
dc.date.accessioned 2021-12-12T21:26:17Z
dc.date.available 2021-12-12T21:26:17Z
dc.identifier.citation European Journal of Cultural Studies 24(6):1261-1281 25 Nov 2021
dc.identifier.issn 1367-5494
dc.identifier.uri https://hdl.handle.net/2292/57732
dc.description.abstract In this article, I’ll outline the phenomenon of ‘cosmic wellness’ which is now visible across on- and offline spaces that promote health and well-being products and practices to women. Cosmic wellness is a broad constellation of media, discourse, imagery, materials and foods (including crystals, dust and herbs) produced primarily by white, wealthy women. On the one hand, cosmic wellness can be read as a digital food culture that offers healthy and potentially necessary responses to fiercely neoliberal modes of working and living. But conversely, it is framed as the newest example of narcissistic self-absorption and, more seriously, as unhealthy and dangerous. Cosmic wellness is founded on various beliefs, including the moral necessity of pursuing the optimisation of self and the power of markets to provide the ingredients, tools and practices to achieve it. It is connected to histories that chart the incorporation of New Age health and well-being practices into ‘mainstream’ forms of lifestyle production and consumption and the simultaneous derision of these practices, especially when used and promoted by women. But there is also something new about cosmic wellness, especially as it is visible online on platforms such as Instagram. In the article, I outline the key features of cosmic wellness and analyse its contemporary cultural purchase, using theories of digital food cultures, spiritual production and consumption, postfeminism and critical whiteness studies. The article then conducts empirical analysis of a series of Instagram posts from one prominent space in which cosmic wellness currently circulates: Gwyneth Paltrow’s lifestyle and wellness business Goop. </jats:p>
dc.language en
dc.publisher SAGE Publications
dc.relation.ispartofseries European Journal of Cultural Studies
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher.
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm
dc.rights.uri https://au.sagepub.com/en-gb/oce/posting-to-an-institutional-repository-gold-open-access
dc.rights.uri https://creativecommons.org/licenses/by/4.0/
dc.subject 1504 Commercial Services
dc.subject 2001 Communication and Media Studies
dc.subject 2002 Cultural Studies
dc.title ‘How Goopy are you?’ Women, Goop and cosmic wellness
dc.type Journal Article
dc.identifier.doi 10.1177/13675494211055735
pubs.begin-page 136754942110557
dc.date.updated 2021-11-25T20:22:38Z
dc.rights.holder Copyright: The author en
pubs.end-page 136754942110557
pubs.publication-status Published online
dc.rights.accessrights http://purl.org/eprint/accessRights/OpenAccess en
pubs.elements-id 874488
dc.identifier.eissn 1460-3551
pubs.online-publication-date 2021-11-25

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