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Swipe for More: Digital Sex Education, The Emergence of Femtech and The Neoliberal Subject in Cairo, Egypt
In this thesis, I approach digital sex education in Cairo, Egypt and how it is navigated by Cairo’s urban elite. The way digital sex education in Cairo is consumed via social media and online courses is touted as “new” by popular media coverage. The content, products and services boast the first of...
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AUC Knowledge Fountain
2024
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| _version_ | 1867613423098920960 |
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| access_status_str | Open Access |
| author | Breathwaite, Marisa |
| author_browse | Breathwaite, Marisa |
| author_facet | Breathwaite, Marisa |
| author_sort | Breathwaite, Marisa |
| collection | Thesis |
| description | In this thesis, I approach digital sex education in Cairo, Egypt and how it is navigated by Cairo’s urban elite. The way digital sex education in Cairo is consumed via social media and online courses is touted as “new” by popular media coverage. The content, products and services boast the first of their kind by the creators of the platforms themselves. That middle and upper class Cairene women are talking about sex online and consuming digital sex education content, in visible public forums, is portrayed as a completely novel phenomenon—in other words, platforms like Cairo’s first femtech company, Motherbeing, are ushering in the belated and long-anticipated entry of Cairo’s women into modern sex discourses and markets of sexual and reproductive health. Through this project, I argue that the digital sex education movement in Cairo, led by regional femtech giant, Motherbeing, is an iteration of late neoliberal ideologies, in which public discourses around sex and sexual health are not necessarily new, but are increasingly visibilized, digitized and financialized and exceedingly in line with neoliberal notions of the free market. I argue that the digital content, online course material and consumer products produced and circulated by the only femtech entity in Cairo inform and reproduce a modern citizen-subjectivity and that the femtech sector’s potential to subsume sex education into the market is worth examining. Talking about sex and producing sex education content in the public forum is not a new occurrence in Cairo, however the marriage of sex education with digital platforms and femtech corporate structure allows us to raise questions about the subject-making power of digital sex education in the late modern. I will investigate the implications of a potential boom in Cairo’s femtech industry, where futures of homogenization are not liberatory, but reinforce liberal conceptualizations of what it means to be a modern, “sex-educated” subject. |
| format | Thesis |
| id | oai:fount.aucegypt.edu:etds-3262 |
| institution | American University in Cairo (Egypt) |
| last_indexed | 2026-06-10T12:35:54.296Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from AUC Knowledge Fountain — bepress |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| publisher | AUC Knowledge Fountain |
| publisherStr | AUC Knowledge Fountain |
| record_format | dspace |
| source_str | AUC Knowledge Fountain — bepress |
| spelling | oai:fount.aucegypt.edu:etds-3262 Swipe for More: Digital Sex Education, The Emergence of Femtech and The Neoliberal Subject in Cairo, Egypt Breathwaite, Marisa In this thesis, I approach digital sex education in Cairo, Egypt and how it is navigated by Cairo’s urban elite. The way digital sex education in Cairo is consumed via social media and online courses is touted as “new” by popular media coverage. The content, products and services boast the first of their kind by the creators of the platforms themselves. That middle and upper class Cairene women are talking about sex online and consuming digital sex education content, in visible public forums, is portrayed as a completely novel phenomenon—in other words, platforms like Cairo’s first femtech company, Motherbeing, are ushering in the belated and long-anticipated entry of Cairo’s women into modern sex discourses and markets of sexual and reproductive health. Through this project, I argue that the digital sex education movement in Cairo, led by regional femtech giant, Motherbeing, is an iteration of late neoliberal ideologies, in which public discourses around sex and sexual health are not necessarily new, but are increasingly visibilized, digitized and financialized and exceedingly in line with neoliberal notions of the free market. I argue that the digital content, online course material and consumer products produced and circulated by the only femtech entity in Cairo inform and reproduce a modern citizen-subjectivity and that the femtech sector’s potential to subsume sex education into the market is worth examining. Talking about sex and producing sex education content in the public forum is not a new occurrence in Cairo, however the marriage of sex education with digital platforms and femtech corporate structure allows us to raise questions about the subject-making power of digital sex education in the late modern. I will investigate the implications of a potential boom in Cairo’s femtech industry, where futures of homogenization are not liberatory, but reinforce liberal conceptualizations of what it means to be a modern, “sex-educated” subject. 2024-02-28T08:00:00Z thesis application/pdf https://fount.aucegypt.edu/etds/2220 https://fount.aucegypt.edu/context/etds/article/3262/viewcontent/Marisa_Breathwaite__Final__Thesis__Document.pdf Theses and Dissertations AUC Knowledge Fountain sexual and reproductive health femtech healthtech startups digital sex education Egypt neoliberal subjectivity financialization Feminist, Gender, and Sexuality Studies Social and Cultural Anthropology |
| spellingShingle | sexual and reproductive health femtech healthtech startups digital sex education Egypt neoliberal subjectivity financialization Feminist, Gender, and Sexuality Studies Social and Cultural Anthropology Breathwaite, Marisa Swipe for More: Digital Sex Education, The Emergence of Femtech and The Neoliberal Subject in Cairo, Egypt |
| title | Swipe for More: Digital Sex Education, The Emergence of Femtech and The Neoliberal Subject in Cairo, Egypt |
| title_full | Swipe for More: Digital Sex Education, The Emergence of Femtech and The Neoliberal Subject in Cairo, Egypt |
| title_fullStr | Swipe for More: Digital Sex Education, The Emergence of Femtech and The Neoliberal Subject in Cairo, Egypt |
| title_full_unstemmed | Swipe for More: Digital Sex Education, The Emergence of Femtech and The Neoliberal Subject in Cairo, Egypt |
| title_short | Swipe for More: Digital Sex Education, The Emergence of Femtech and The Neoliberal Subject in Cairo, Egypt |
| title_sort | swipe for more digital sex education the emergence of femtech and the neoliberal subject in cairo egypt |
| topic | sexual and reproductive health femtech healthtech startups digital sex education Egypt neoliberal subjectivity financialization Feminist, Gender, and Sexuality Studies Social and Cultural Anthropology |
| url | https://fount.aucegypt.edu/etds/2220 https://fount.aucegypt.edu/context/etds/article/3262/viewcontent/Marisa_Breathwaite__Final__Thesis__Document.pdf |
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