Postfeminism’s Impact on Gendered labour

Abstract

Since the advent of postfeminist culture in the 1990s, women’s desire has often been described as wanting to return to a domestic, feminine lifestyle in which women are portrayed as “keen to re-embrace the title of housewife and re-experience the joys of a ‘new femininity’” (Genz and Brabon, 2009: 57). In movie and TV programs such as Footballer's Wives (2002-2006), The Real Housewives franchise, and Desperate Housewives (2004-2012), the rebranding of domestic labor as a place of enjoyment and liberty expressed through popular culture rejects feminist worries about tedious, repetitive, and exploitative housework.