ABSTRACT Unlike liberal feminism, which critiques how liberal democracies exclude women on numerous fronts, neoliberal feminism denies gender differences even as it calls for women to craft their own work-family balance. Drawing upon ethnographic data gathered from professional women in Beijing, this paper argues that these women expend considerable emotional labor to suppress negative emotions and keep their jobs. In doing so, they embody “emergent femininity,” a local expression of neoliberal feminism centered on self-confidence, a willingness to articulate and satisfy personal desires, and heavy use of social media. Yet, pro-work attitudes affect these professional women’s family lives. However, insofar as emergent femininity and neoliberal feminism focus only on individual accomplishments, they cannot provide systemic betterment for women, regardless of personal achievements.
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