Decolonize Self-Care

$20.00

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  • 256 pages
  • Paperback ISBN 9781682193358
  • E-book ISBN 9781682193365

about the book

For twentieth-century feminists, it was a rallying cry for bodily autonomy and political power. For influencers and lifestyle brands, it’s buying fancy nutrition and body products at a premium. And it has now infiltrated nearly every food, leisure, and pop-culture space as a hugely lucrative industry.

What is it? To quote a million memes: it’s called self-care.

In Decolonize Self-Care, Alyson K. Spurgas and Zoë Meleo-Erwin deliver a comprehensive sociological analysis and scathing critique of the term’s capitalist, racist undertones. Decolonizing self-care, they argue, requires a full reckoning with the exclusionary, appropriative nature of most of the wellness industry, but this education is only the first step in the process. We must commit to new models of care and well-being that allow for health, pleasure, and community—for everyone.


“It often feels like there is nothing new to say about the contradictory politics of self-care. Behold Decolonize Self-Care. It brings a new diagnosis and critique to the crowded intersection of the self-care hot takes while making recommendations on both the theoretical and structural level. It is replete with insight on what perspective and practice is needed to survive the capitalist and racist day. It is smart, urgent, and often laugh out loud funny.”

—Sarah Sharma, Associate Professor and Director of the ICCIT at the University of Toronto and author of In the Meantime: Temporality and Cultural Politics

“Decolonize Self-Care not only details how far self care has traveled from its starting point as a Black feminist survival tactic, but how deeply and pervasively it has been transformed into highly monetized and self-serving logics. Throughout this hard-hitting book, they unfurl all the ways the poison of #SelfCare has been threaded into a wide array of seemingly disparate markets and movements. When Spurgas and Meleo-Erwin apply their incisive critique across the products and services we often consume as feel-good and healthy, their facades crumble, revealing much darker and more dangerous motives and outcomes. But they also provide a salve, urging readers to take on the task of more deference and less defensiveness, more collective action and less credit-card driven indulgence, that is, their prescription is more care, less self.”

—Laura Mauldin, Associate Professor of Women's, Gender and Sexuality Studies, University of Connecticut

“Decolonize Self-Care is a brisk and bracing dive into the colonial roots of contemporary wellness culture. Spurgas and Meleo-Erwin examine how the self-care industry continues primarily to benefit wealthy, white, western women in the global North, even as its proponents claim to have embraced new, inclusive, and social justice-oriented models of wellbeing. The authors make accessible complex concepts such as feminism, neoliberalism, and white supremacy in their analyses of how problematic notions of 'self-care' manifest in the examples of sexual enhancement, self-optimization, and diet”

—Colleen Derkatch, author of Why Wellness Sells

About The Author / Editor

Alyson K. Spurgas is Associate Professor of Sociology and affiliated faculty in the Women’s, Gender, & Sexuality Studies Program at Trinity College in Hartford, Connecticut. Spurgas researches, writes, and teaches about the sociology of trauma, the politics of desire, and technologies of care from an interdisciplinary and intersectional feminist perspective. They are also the author of Diagnosing Desire: Biopolitics and Femininity into the Twenty-First Century (The Ohio State University Press, 2020), which won the 2021 Cultural Studies Association First Book Prize. Alyson lives in Brooklyn, New York, with their amazing partner and cat. Check out www.alysonkspurgas.com for info about Alyson’s writing, teaching, speaking events, and more.

Zoë Meleo-Erwin is a qualitative sociologist and former assistant professor of public health. In 2022, she left academia to pursue a career as a user experience researcher in the tech industry. As a scholar, her work focused on the meanings of health and illness, health decision-making, experiences of embodiment, and the ways in which digital technologies facilitate the creation of both identity and community around health and illness. A list of her publications can be found on her website, www.zoemeleoerwin.com.

Photos courtesy the authors Bhakti Shringarpure is a writer, academic and founding editor of Warscapes magazine. She is the author of Cold War Assemblages: Decolonization to Digital and a regular contributor to The Los Angeles Review of Books and Africa is a Country. She currently runs the Radical Books Collective which pushes for an alternative, inclusive and non-commercial approach to books and reading.

Read An Excerpt

People today are overworked, exhausted, worn down, and many (hello!) are full of rage—as we should be! Care is something so many of us desperately need. But, at the same time, contemporary self-care industries are deeply out of touch with the types of care that many people actually require and are clamoring for. Today’s self-care messages range from: “Do self-care because you will become a more efficient entrepreneur” to “Do self-care because it’s the right thing to do for your community and the world” to the more basic mantra (which connects the first two) “Do self-care because you’ll feel better—and be your authentic/empowered/ultra-Zen self(!)—if you do.”

But in each of these messages, the self-carer is always the one who singularly benefits: you might grow your own personal brand and achieve financial success, feeling calm and centered while doing so, in the first example, or you may acquire other mental health benefits, including an overall feeling of goodwill or connection, higher self-esteem, and lower anxiety because you did something positive for the world, in the last example. This is to say, even while using the language of “community” and “social justice” (and, as we’ll discuss, often “diversity” and “inclusion”), today’s versions of self-care offer some benefits but don’t go nearly far enough to alter the social conditions that make us feel like shit in the first place. In this sense, they are a Band-Aid, at best—and at worst, they further entrench existing and unequal structures of power by emphasizing individualist solutions to what are ultimately systemic problems.

To be clear: When we say, “existing structures of power” and “systemic problems” we mean intersecting forms of inequality, including white supremacy, nationalism, sexism, homophobia, transphobia, and ableism, all of which are historically and contemporarily intertwined, and all of which originate with and/or are exacerbated by capitalism. These forms of oppression are further connected to colonialism and the processes by which white Europeans have subjugated (and continue to subjugate) everyone else.

Following decolonial theorists Eve Tuck and K. Wayne Yang, we might further differentiate between external colonialism and internal colonialism—the former being predicated on the extraction of indigenous resources, including human beings, to build wealth and power for colonizing nations, while the latter involves modes of control and subjugation of people, land, and animals within an imperial nation. Importantly for us, given our concern with self-care commodification and how it travels, the United States, as a settler colonial nation, is an example of both. While contemporary coloniality may differ in design and execution than historical forms, the key here is that overall systems of domination and exploitation are ongoing, with negative material, cultural, psychological, and health effects, particularly for Black and Indigenous people of color (BIPOC).

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Decolonize Self-Care

$20.00

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about the book

For twentieth-century feminists, it was a rallying cry for bodily autonomy and political power. For influencers and lifestyle brands, it’s buying fancy nutrition and body products at a premium. And it has now infiltrated nearly every food, leisure, and pop-culture space as a hugely lucrative industry.

What is it? To quote a million memes: it’s called self-care.

In Decolonize Self-Care, Alyson K. Spurgas and Zoë Meleo-Erwin deliver a comprehensive sociological analysis and scathing critique of the term’s capitalist, racist undertones. Decolonizing self-care, they argue, requires a full reckoning with the exclusionary, appropriative nature of most of the wellness industry, but this education is only the first step in the process. We must commit to new models of care and well-being that allow for health, pleasure, and community—for everyone.


“It often feels like there is nothing new to say about the contradictory politics of self-care. Behold Decolonize Self-Care. It brings a new diagnosis and critique to the crowded intersection of the self-care hot takes while making recommendations on both the theoretical and structural level. It is replete with insight on what perspective and practice is needed to survive the capitalist and racist day. It is smart, urgent, and often laugh out loud funny.”

—Sarah Sharma, Associate Professor and Director of the ICCIT at the University of Toronto and author of In the Meantime: Temporality and Cultural Politics

“Decolonize Self-Care not only details how far self care has traveled from its starting point as a Black feminist survival tactic, but how deeply and pervasively it has been transformed into highly monetized and self-serving logics. Throughout this hard-hitting book, they unfurl all the ways the poison of #SelfCare has been threaded into a wide array of seemingly disparate markets and movements. When Spurgas and Meleo-Erwin apply their incisive critique across the products and services we often consume as feel-good and healthy, their facades crumble, revealing much darker and more dangerous motives and outcomes. But they also provide a salve, urging readers to take on the task of more deference and less defensiveness, more collective action and less credit-card driven indulgence, that is, their prescription is more care, less self.”

—Laura Mauldin, Associate Professor of Women's, Gender and Sexuality Studies, University of Connecticut

“Decolonize Self-Care is a brisk and bracing dive into the colonial roots of contemporary wellness culture. Spurgas and Meleo-Erwin examine how the self-care industry continues primarily to benefit wealthy, white, western women in the global North, even as its proponents claim to have embraced new, inclusive, and social justice-oriented models of wellbeing. The authors make accessible complex concepts such as feminism, neoliberalism, and white supremacy in their analyses of how problematic notions of 'self-care' manifest in the examples of sexual enhancement, self-optimization, and diet”

—Colleen Derkatch, author of Why Wellness Sells

About The Author / Editor

Alyson K. Spurgas is Associate Professor of Sociology and affiliated faculty in the Women’s, Gender, & Sexuality Studies Program at Trinity College in Hartford, Connecticut. Spurgas researches, writes, and teaches about the sociology of trauma, the politics of desire, and technologies of care from an interdisciplinary and intersectional feminist perspective. They are also the author of Diagnosing Desire: Biopolitics and Femininity into the Twenty-First Century (The Ohio State University Press, 2020), which won the 2021 Cultural Studies Association First Book Prize. Alyson lives in Brooklyn, New York, with their amazing partner and cat. Check out www.alysonkspurgas.com for info about Alyson’s writing, teaching, speaking events, and more.

Zoë Meleo-Erwin is a qualitative sociologist and former assistant professor of public health. In 2022, she left academia to pursue a career as a user experience researcher in the tech industry. As a scholar, her work focused on the meanings of health and illness, health decision-making, experiences of embodiment, and the ways in which digital technologies facilitate the creation of both identity and community around health and illness. A list of her publications can be found on her website, www.zoemeleoerwin.com.

Photos courtesy the authors Bhakti Shringarpure is a writer, academic and founding editor of Warscapes magazine. She is the author of Cold War Assemblages: Decolonization to Digital and a regular contributor to The Los Angeles Review of Books and Africa is a Country. She currently runs the Radical Books Collective which pushes for an alternative, inclusive and non-commercial approach to books and reading.

Read An Excerpt

People today are overworked, exhausted, worn down, and many (hello!) are full of rage—as we should be! Care is something so many of us desperately need. But, at the same time, contemporary self-care industries are deeply out of touch with the types of care that many people actually require and are clamoring for. Today’s self-care messages range from: “Do self-care because you will become a more efficient entrepreneur” to “Do self-care because it’s the right thing to do for your community and the world” to the more basic mantra (which connects the first two) “Do self-care because you’ll feel better—and be your authentic/empowered/ultra-Zen self(!)—if you do.”

But in each of these messages, the self-carer is always the one who singularly benefits: you might grow your own personal brand and achieve financial success, feeling calm and centered while doing so, in the first example, or you may acquire other mental health benefits, including an overall feeling of goodwill or connection, higher self-esteem, and lower anxiety because you did something positive for the world, in the last example. This is to say, even while using the language of “community” and “social justice” (and, as we’ll discuss, often “diversity” and “inclusion”), today’s versions of self-care offer some benefits but don’t go nearly far enough to alter the social conditions that make us feel like shit in the first place. In this sense, they are a Band-Aid, at best—and at worst, they further entrench existing and unequal structures of power by emphasizing individualist solutions to what are ultimately systemic problems.

To be clear: When we say, “existing structures of power” and “systemic problems” we mean intersecting forms of inequality, including white supremacy, nationalism, sexism, homophobia, transphobia, and ableism, all of which are historically and contemporarily intertwined, and all of which originate with and/or are exacerbated by capitalism. These forms of oppression are further connected to colonialism and the processes by which white Europeans have subjugated (and continue to subjugate) everyone else.

Following decolonial theorists Eve Tuck and K. Wayne Yang, we might further differentiate between external colonialism and internal colonialism—the former being predicated on the extraction of indigenous resources, including human beings, to build wealth and power for colonizing nations, while the latter involves modes of control and subjugation of people, land, and animals within an imperial nation. Importantly for us, given our concern with self-care commodification and how it travels, the United States, as a settler colonial nation, is an example of both. While contemporary coloniality may differ in design and execution than historical forms, the key here is that overall systems of domination and exploitation are ongoing, with negative material, cultural, psychological, and health effects, particularly for Black and Indigenous people of color (BIPOC).

in the media