THE DISCURSIVE CONSTRUCTION OF GENDER THROUGH “FEMININE ENERGY” ON SELF-HELP SOCIAL MEDIA

This thesis explores the discursive construction of femininity on the social media platforms TikTok and YouTube by analyzing how the concept of “feminine energy” is presented in “self-help” videos. The included videos cover the subjects of life-, mental health- and dating advice, frequently discussing how life is enhanced by embracing feminine energy.Under the research question How is the gendered concept of feminine energy articulated by self-help influencers on YouTube and TikTok to frame self-improvement and what ideological assumptions underpin these narratives? a critical discourse analysis as defined by Fairclough (2010) and a multimodal analysis are applied. The analysis of the videos is based on the theoretical framework of “gender performativity” by Butler (2002), the idea of “emotional capitalism” by Illouz (2013) and the contemporary conception of the “digital public sphere” by Staab and Thiel (2022). On a surface level, feminine energy was framed as an emancipatory, powerful and natural concept by the influencers. However, the language of the videos reveals that feminine energy is presented as a set of behaviours that are traditionally feminine, underlying patriarchal power dynamics. Given its superficial emancipatory presentation and underlying patriarchal norms, feminine energy can be understood as a paradox. This paradoxical nature gives the concept flexibility and a large scope of interpretation on social media, increasing its popularity and acceptability. The behavioral instructions inherent to the video structures support Butler’s (2002) idea of gender as a socially performed construct. The use of psychological language, the promise of happiness by embracing femininity and the simultaneous monetization and marketing in the videos strengthen the concept of emotional capitalism by Ilouz (2023) and reveal the video’s underlying neoliberal narratives. Recurring spiritual language and trending hashtags demonstrate the vital role of the attention economy in self-help social media, reinforcing the theory of the contemporary public sphere.