Self-Love in the Age of Social Media Feminism, Capitalism, and Identity in the 21st Century

Abstract

In recent decades, the concept of self-love has risen to prominence within public discourse, particularly fuelled by the growth of social media and its deep intertwinement with consumer culture. Though initially rooted in feminist and psychological efforts to challenge patriarchal and oppressive narratives, self-love has undergone a transformation from political resistance to commercialized trend. This article critically examines how the contemporary framing of self-love, especially as expressed through feminist and capitalist lenses, has evolved into a commodified aesthetic, risking the dilution of its original, emancipatory essence. Through a multidisciplinary lens combining feminist theory, consumer psychology, and media analysis, this paper investigates how modern capitalism redefines empowerment and explores the psychological implications of performative and market-driven self-love. In the process, it highlights the importance of reclaiming authentic self-love as a radical, ethical, and communal act beyond the curated digital persona.