Inclusive masculinity theory has recently been proposed as a new approach to theorizing contemporary masculinities. Focusing particularly on the work of the theory's key exponent, Eric Anderson, this article offers a critical reading of inclusive masculinity theory in relation to the context of contemporary postfeminism. Building on feminist scholarship that analyzes the emergence of a distinctive postfeminist sensibility within the academy, I consider how inclusive masculinity theory both reflects and reproduces certain logics of postfeminism. My central concern is the manner in which this scholarship deemphasizes key issues of sexual politics and promotes a discourse of optimism about men, masculinities, and social change. Against this view, I argue that critical masculinity studies must foreground the analysis of gendered power relations and posit that the interrogation of contemporary postfeminism is critical to this endeavor.

This paper explores negotiations of intimate and sexual subjectivity among men involved in the London ‘seduction community’, a central locus within what is more properly regarded as a community-industry. Herein, heterosexual men undertake various forms of skills training and personal development in order to gain greater choice and control in their relationships with women. As an entry point to this discussion I consider the international media event that enveloped American ‘pickup artist’ Julien Blanc in November 2014. Shifting focus away from the cultural figure of the ‘pickup artist’ and onto socially located men, I attempt to complicate a dominant narrative that characterises men who participate in this community-industry as pathetic, pathological or perverse. This analysis makes use of extensive ethnographic research undertaken within the London seduction community, and examines how men who participate in this setting engage a mode of intimate and sexual subjectivity ordered by themes of management and enterprise. Ultimately I argue that the central logics of the seduction community are not dissonant from but are in fact consistent with broader reconfigurations of intimacy and sexuality taking place in the contemporary UK context.

This article examines the branded persona of Ella Mills, founder of the multi-platform, multi-product and multi-million pound food brand Deliciously Ella. It begins from the premise that Mills represents a new kind of cultural intermediary: that of the wellness entrepreneur. Through a discourse analysis of Mills’ own media productions alongside news and magazine features about the entrepreneur, I consider how ‘healthy eating’ is being sold to young women as a means to realise physical and financial empowerment. Commercial entrepreneurship is made to function in tandem with health entrepreneurship, as Mills makes it her business to model a healthy lifestyle and enjoins others to follow this example. The article further examines how the Deliciously Ella narrative perpetuates already dominant understandings of health as a private good and personal responsibility through its emphasis on healing and recovery through food. Relating this analysis to recent debates about the shifting terrain of postfeminism in the United Kingdom and elsewhere, I argue that the spotlighting of Mills elevates self-care as a gendered imperative while obfuscating the classed and racialised privileges that attend this.

In this short piece, I discuss the necessity of employing more-than-textual methods to understand more-than-textual phenomena. My case study is the feminized world of wellness, where stylish young entrepreneurs sell strategies of health-enhancement. While existing commentary typically frames wellness as the exclusive and somewhat risible preserve of wealthy white women—a framing enabled by the prominence of figures such as Gwyneth Paltrow—this narrative risks obscuring a more complicated story about the desire for health and well-being in an era of heightened precarity. Against this backdrop, I argue that the rise of wellness as a novel cultural formation and new commercial development must be situated within the broader social, economic, and political terrain of contemporary Britain. Methodologically, this means grappling with the glamorous trappings of wellness media and excavating the psychic investments and embodied experiences that animate this movement-market.