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      Mrs Hinch, the rise of the cleanfluencer and the neoliberal refashioning of housework: Scouring away the crisis?

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      The Sociological Review
      SAGE Publications

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          Abstract

          This article extends sociological and feminist accounts of housework by examining the social significance of the rise of the ‘cleanfluencer’: online influencers who supply household cleaning and organization tips and modes of lifestyle aspiration via social media. We focus on ‘Mrs Hinch’; aka Sophie Hinchliffe from Essex, the ‘homegrown’ Instagram star with 4.1 million followers who shares daily images and stories of cleaning and family life, and has a series of bestselling books, regular daytime TV appearances and supermarket tie-ins. We argue that, within neoliberal culture, housework is now often refashioned as a form of therapy for women’s stressful lives: stresses that neoliberalism and patriarchy have both generated and compounded. The argument is developed through three sections. First, we locate Mrs Hinch in relation to longer classed, gendered and racialized histories of domestic labour and the figure of the ‘housewife’, and the re-writing of domestic narratives to find new ways of ensuring women’s willingness to participate in unpaid domestic labour. Second, we analyse the contradictions of cleanfluencing as a form of ‘digital identity labour’ representing offline housework, which in this case is precarious and classed. Finally, drawing these themes together, we show how ‘Hinching’ recasts housework as part of a neoliberal therapeutic promise to ‘clean away’ the instabilities, anxieties and threats of contemporary culture.

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          Undoing the Demos: Neoliberalism’s Stealth Revolution

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            The Managed Heart : Commercialization of Human Feeling

            In private life, we try to induce or suppress love, envy, and anger through deep acting or "emotion work," just as we manage our outer expressions of feeling through surface acting. In trying to bridge a gap between what we feel and what we "ought" to feel, we take guidance from "feeling rules" about what is owing to others in a given situation. Based on our private mutual understandings of feeling rules, we make a "gift exchange" of acts of emotion management. We bow to each other not simply from the waist, but from the heart.<br><br>But what occurs when emotion work, feeling rules, and the gift of exchange are introduced into the public world of work? In search of the answer, Arlie Russell Hochschild closely examines two groups of public-contact workers: flight attendants and bill collectors. The flight attendant’s job is to deliver a service and create further demand for it, to enhance the status of the customer and be "nicer than natural." The bill collector’s job is to collect on the service, and if necessary, to deflate the status of the customer by being "nastier than natural." Between these extremes, roughly one-third of American men and one-half of American women hold jobs that call for substantial emotional labor. In many of these jobs, they are trained to accept feeling rules and techniques of emotion management that serve the company’s commercial purpose.<br><br>Just as we have seldom recognized or understood emotional labor, we have not appreciated its cost to those who do it for a living. Like a physical laborer who becomes estranged from what he or she makes, an emotional laborer, such as a flight attendant, can become estranged not only from her own expressions of feeling (her smile is not "her" smile), but also from what she actually feels (her managed friendliness). This estrangement, though a valuable defense against stress, is also an important occupational hazard, because it is through our feelings that we are connected with those around us.<br><br>On the basis of this book, Hochschild was featured in Key Sociological Thinkers, edited by Rob Stones. This book was also the winner of the Charles Cooley Award in 1983, awarded by the American Sociological Association and received an honorable mention for the C. Wright Mills Award.
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              Empowered

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                Author and article information

                Journal
                The Sociological Review
                The Sociological Review
                SAGE Publications
                0038-0261
                1467-954X
                November 19 2021
                : 003802612110595
                Affiliations
                [1 ]Northumbria University Newcastle, UK
                [2 ]City, University of London, UK
                Article
                10.1177/00380261211059591
                f394f812-4404-492e-b9a4-12767339d10c
                © 2021

                https://creativecommons.org/licenses/by/4.0/

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