Social Valuation and Neoliberal Ideology in Postfeminist Digital Spaces

The online community labeled “the red pill” is growing rapidly and references to it in mainstream media are becoming commonplace. Delving into the community we uncover traces of an ideology in which social relations operate under market-like conditions, and where management of the self is the key to marketplace success.


Mikael Andéhn, Joel Hietanen, and Thom Iddon (2016) ,"Social Valuation and Neoliberal Ideology in Postfeminist Digital Spaces", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 717-717.


Mikael Andéhn, Aalto University, Finland
Joel Hietanen, Stockholm University, Sweden
Thom Iddon, Stockholm University, Sweden


NA - Advances in Consumer Research Volume 44 | 2016

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