Regulating The Abject: The TV make-over as site of neo-liberal reinvention toward bourgeois femininity

Abstract

In this paper, through an examination of mostly British make-over television programs we examine how the feminine has become a new site of limitless possibility and endless consumption, the fulcrum of intensifying processes of neo-liberal reinvention of continuously making over the self into successful, post-feminist bourgeois subjects. We argue that the central premise of contemporary make-over programs is the question: “Is the transformation of abject subjects possible?” We also suggest the focal object of transformation in many shows is the working class woman who fails both as subject/object of self-reflexivity, desire, and consumption. We argue it is her mind and body that represents a core site of abjection—a subjectivity designated as uninhabitable and therefore also a central site of regulation. It is upon the working class woman's mind and body that the drama of possibility and limitation of neo-liberal reinvention is played out. We also argue that it is perhaps in reference to that which is made abject and uninhabitable that it becomes possible to talk about class as a dynamic of identifying against what we must not be, and which fuels incessant attempts to refashion selves into generalized and normalized bourgeois feminine subjects.