As blogging is increasingly becoming the New Jerusalem for anyone looking to forge a career in e-commerce, marketing or journalism. Casting a lens on the digital cathedrals of the modern age, social media is nothing if not revealing. Some of the more popular blogs on the web are being written by affluent, middle-class women. Busy ladies with not much time on their hands, they purport only to care about their material needs. Writing about their love of all things pretty, the Domestic Sluts have forged a lucrative freelance career eulogising about their consumer lifestyles.
Whether you love writing about dresses, lipstick or baking, the blog has become an essential part of any new graduate’s portfolio. Not only does blogging have the entrepreneurial potential to generate a new income – with many blogs becoming small businesses in everything but name. The blogging phenomenon also provides social historians with a fascinating insight into the values and ideals of the twenty-first century.
Cheating their way to the good stuff, female lifestyle blogs like the Domestic Sluttery and Never Enough Shoes have reclaimed domesticity for themselves. By challenging the etymological and cultural assumptions behind their name, the Domestic Sluts are poster girls for the post-housewife generation. No longer chained to the drudgery of serving a man’s home and confident enough to reclaim slut from the misogynistic gutter. The explicit message of this blog appears to be one of female empowerment. At least for those women earning 40k a year and living in Islington with a lentil eating cat.
Celebrating their ability to buy coffee tables from Venezuela, the Domestic Sluts make virtue of their consumer powers. Although at the dark heart of the sluttery is a paradox. By writing under the guise of unpaid independents, these lifestyle blogs are deeply misleading to their readers. For they are Jennifer Egan style “parrot” inventions at the whim of the PR industry – viral marketing catalogues promoting household products to thousands. The Domestic Sluts may appear to be a grass-movement network of independent women but their subliminal message is rigidly conformist in tone and character.
By openly celebrating their love of cakes and cocktails, female lifestyle blogs have more in common with 1950s magazines such as Housekeeping Monthly. Back then it didn’t matter how insulting and chauvinistic their adverts were towards women, as the majority of people were already socialised to accept the female housewife stereotype. Adverts in the 1950s portrayed wives as being completely controlled and influenced by their husbands, and promoted feminine products to help impress their husbands, cleaning products, and endless references to the benefits of staying in the kitchen.
After decades of free education these stereotypes appear laughably oppressive to a twenty-first century audience. Modern lifestyle bloggers pay their own way and no longer have husbands to please, or if they do, they certainly won’t be making them roast potatoes for dinner. Instead they go online to satisfy their own desire to go shopping. No longer wanting to serve their husband’s wishes, the Domestic Sluts celebrate lipstick, teapots and cocktails in order to please themselves.
Although as maidens of their own kitchens, what the blogging phenomenon reveals is that the commercial pressures to buy the same products as the 1950s hasn’t changed. Cakes might taste very nice and designer sofas will always embellish the most slovenly of homes. But if social media has anything to say about twenty-first century life it is how easily our desires and values can be bought.
- Are you a domestic slut? (kerrycooks.wordpress.com)









