Fulfilling the self through food in wellness blogs: Governing the healthy subject

Abstract

In the world of wellness, food and eating are fundamentally important to one’s subjectivity: the self in this sphere is created and maintained through food consumption along a plant-based, ‘wholesome’ and healthy personal journey to well-being. This article focuses on the analysis of wellness food blogs run by women, aiming to map out the technologies of the self through which the ‘ideal wellness subject’ is created. The analysis examines technologies of subjectivity as they aspire towards (1) balance, (2) healing and (3) narrativization of the self. The article suggests that the subjectivities related to wellness culture draw from postfeminist and healthist ideologies and are based on a neoliberal discourse of individuality and self-control. The sociocultural indifference of wellness culture and its prerogative to police the self through culturally hegemonic pursuits based on (the right kind of) consumption makes the language of wellness a prominent neoliberal discourse.