‘Individuality is everything’: ‘Autonomous’ femininity in MySpace mottos and self-descriptions

Abstract

This article explores some popular constructions of young femininity on MySpace profiles through an examination of the affirmative or ‘inspirational’–style mottos and self-descriptions commonly posted on a sample of 45 public profiles maintained by Australian women aged between 18 and 21. In these texts self-esteem, self-worth, and self-determination are expressed in markedly uncompromising tones. Such textual expressions, I argue, may indicate an internalization on the part of young women of neo-liberal discourses of individualization. At the same time, the mottos discussed also suggest that traits and characteristics besides ‘sexiness’ are central to young women's online, socially moderated self-constructions. That is, the demonstration of a bold attitude and a fearless sense of autonomous self-definition also appear to be important aspects of feminine performativity on the profiles viewed, which is significant in light of recent panic around young women and ‘sexualization’.

Acknowledgements

This article is greatly indebted to Professor Denise Cuthbert, who has contributed carefully considered critique and thoughtful suggestions regarding the analysis presented here. Thanks also to the two anonymous reviewers, as well as to the editors for their helpful comments.