Case Study Abstract

Amity University Dubai
Case Study Title: Is it Self-care or Self-Maintenance? The Narrative of Self-Care on Social Media
Domain: Ethics and Social Responsibility
Author: Seema Sangra, Alefiyah Ghadiali, and Rhea Gupta


Abstract:
As happiness becomes the most sought-after concept, more and more of us are talking about self-care routines and practices. On social media, #selfcare and #wellness are among the top 20 hashtags worldwide.1 The media, in general, has generated a perspective that practicing self-care is a must, and the lack of it is the reason for mental health issues that are rising.1 Is the media promising instant gratification to provide long-term happiness? To get to the bottom of this, it is imperative to find the narrative on social media regarding the concept of self-care. By looking into content across various platforms, it can be analyzed if the media promotes self-care techniques for all individuals or just advertises for the self-care industry. Also, examining self-maintenance, a strong part of the self-care industry, as a component of self-care and all other aspects of self-care that media platforms may or may not address Furthermore, if the generalized advice has an impact on an individual’s mental health as it was intended, or if the practices only provide temporary gratification as a market-driving strategy?2 As a result, it analyses how self-care has industrialized for more consumer-driven practices rather than prioritizing the well-being of individuals. Ultimately answering whether self-care techniques on media platforms are enough to bring true happiness and satisfaction to individuals.


[1] Ajemian, R. (2020, May 10). The toxic side of self-care culture. The Michigan Daily. https://www.michigandaily.com/opinion/toxic-side-self-care-culture/
[2] Chrisp, K. (2022, September 3). The self-care industry isn’t trying to help us. Metro. https://metro.co.uk/2022/09/03/the-self-care-industry-isnt-trying-to-help-us-17281643/