Decolonize Self-Care emerges out of a careful exploration of seemingly casual trends on social media, and in the world at large, in which health and wellness had expansive markets. Capitalism itself seemed to be working in a new way--rather than markets operating under the signs of "competition," "assertiveness," and "aggression" (associated with masculinity)--"softness," "gentleness," "empathy," and "compassion" (associated with femininity) appeared to have a new and valuable place within the logic of the free market.
