Stuff self-help

Joseph Reagle

Our question(s)

  1. How is the home gendered?
  2. How do we see this in history?
  3. Does Marie Kondo and minimalism challenge or perpetuate this history?

Self-help & gender

Gendered reading

authors & readers by gender

(Zhou 2017)

  • Hannah: men/women motivations
  • Jocelyn: masculinity

Gender by topics

gender by topic

(Zhou 2017)

“Efficient human beings”

Ellen Swallow Richards

Euthenics

Ellen Swallow Richards

[Euthenics is] The betterment of living conditions, through conscious endeavor, for the purpose of securing efficient human beings. (Richards 1910, p. vii)

Eugenics deals with race improvement through heredity. Euthenics deals with race improvement through environment. (Richards 1910, p. viii)

“Pure food”

Euthenics is to be developed: 1. Through sanitary science. 2. Through education. 3. Through relating science and education to life. (Richards 1910, p. ix)

Right living conditions comprise pure food and a safe water supply, a clean and disease-free atmosphere in which to live and work, proper shelter, and the adjustment of work, rest, and amusement. (Richards 1910, p. x)

“Vassar girls”

Press coverage

“Vassar girls to study home-making as career; new course in Euthenics, the science of human betterment, will adjust women to the needs of today and act as a check on spread of divorce”

Why do parents fail to understand their children? Why do women think housekeeping more important than home-making? Why do women fail to apply the same efficiency in the home that men find successful in business? (Feld 1926)

The culture of euthenics

Marie Kondo

KonMari method

The two principles of KonMari?

  1. Does it spark joy?
  2. If not, thanking the object and letting it go.

⟗

What do you think of her folding technique; her treatment of books, etc.?

How does this self-help match its moment?

  • material excess (e.g., hoarders)
  • “3/11” Tsuanmi
  • minimalist fashion of Uniqlo and Muji
  • Lauren: hoarders

What ideology/values necessitate this advice?

  • Shintoism
  • consumerism (to react against)

What of a gender ideology?

[among heterosexual couples] the woman expresses how she feels that the “mess” is her responsibility to fix. The men, on the other hand, don’t come across as apologetic, nor do they take accountability for how the home got to its untidy state. (Ali 2019)

e.g., women guilty about laundry service, sentimental items, clutter of spices in kitchen, and too many scarves; Kondo assigns ambivalent men to tidy garage

  • Samia: connection with Sayle

What assumptions are necessary for this to work?

  • have stuff to get rid of, and
  • can afford to get rid of it

How do they convey authority and efficacy?

  • minimalist brand and settings

How do they connect with the audience?

What is Kondo’s story?

  1. of Shinto shrine assistant, organizing obsession, and nervous breakdown at 16.
  2. of a self-help publisher coaching her writing after winning top prize in a publishing course.

What tropes (e.g., allegories, aphorisms, metaphors) do they use?

  • sparking joy
  • animism

“Barcelona Chairs”

Quote go-around

Choose a quote from the reading you appreciated and we’ll share in a go-around.

Diamond chairs

Diamond Chair - Harry Bertoia, MNAM

They were originally without cushions, as they should have been, so that dinner guests were left with savage criss-cross lines on their bottoms, as if they had spent the evening with a particularly savage dominatrix. (Sayle 2001, p. 96)

Glass staircase

A conventional staircase would have destroyed the sense of lightness and space which he was trying to achieve. (Sayle 2001, p. 86)

Forcesuasion

once it had been decided that Helen his wife needed to get out of the house and play her part in his rise he would, day and night, go on at her. He would point out successful women in magazines and say how good they looked, he would point out younger, more successful women at parties and imply he might fuck and then marry them if she didn’t pull herself together. She got the message. (Sayle 2001, p. 79)

Discussion questions

Conclusion

Wrap up

Review

Thoughts on our question??

  1. How is the home gendered?
  2. How do we see this in history?
  3. Does Marie Kondo and minimalism challenge or perpetuate this history?

Credits

WikiCommons

Mies-Barcelona-Chair-and-Ottoman Diamond Chair - Harry Bertoia, MNAM Glass Staircase Apple Jiefangbei KAROLINA MULLER