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.
- 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.
Anime girl: The fluid brand
- Transnational entrepreneurial femininity – post-Soviet, Western and East Asian;
- 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.
Aesthetic Labour. Rethinking Beauty Politics in Neoliberalism,
Edited by: Ana Sofia Elias, Rosalind Gill and Christina Scharff