“Darling, Beauty is Pain”

Abstract How has postfeminist media culture traveled transnationally? What contributes to the media’s popularity in Thailand? This paper performs a content analysis of YouTube’s reality show, is Me Vatanika. The show features gender issues and promotion equality, enhances women’s empowerment, encourages leadership rhetorically calls upon its viewers partake process self-invention. I draw sensibilities argue that this inspires new modality femininity endemic Thai society it interpolates neoliberal women line with logic wealth class, all which impact female bodies. contend increasingly evident audiences’ identification responses underscore structural arrangements within can pose hindrance fully inventing oneself culture.