02 Selling Selfhood Back to You: The Commodification of Care Under Neoliberal Capitalism
Contemporary self-care discourse presents personal wellness as a site of liberation while obscuring the structural conditions that render bodies exhausted, anxious, and ill in the first place. Drawing on feminist, Marxist, and disability studies frameworks, this article traces how capitalism has absorbed the radical potential of bodily autonomy into a profitable and depoliticizing consumer logic. The result is a cultural formation that monetizes the very wounds it perpetuates.