This article examines the ongoing effort to “take down” Vani Hari’s activism-cum-lifestyle brand, the Food Babe, with particular attention to the viral success of Yvette “SciBabe” d’Entremont’s 2015 Gawker post, “The Food Babe Blogger Is Full of Sh*t.” Popular discourse pits the two babes against each other. However, by examining both babes’ multiplatform branded personas as technologies of self-governance under postfeminist, neoliberal brand culture, I show that the Food Babe/SciBabe case is more than a struggle over “science versus pseudoscience.” This case study illuminates a gendered double bind that is intensifying in the so-called “post-truth” era as obligations to maximize oneself and one’s family come into conflict with longstanding and deeply classed anxieties about feminized media culture.

中文翻译：

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“美食宝贝博主充满了激情”：性别，阶级和“专家”自我的品牌烙印

本文考察了为取缔瓦尼·哈里（Vani Hari）的激进主义生活方式生活方式品牌“食物宝贝”而进行的持续努力，并特别关注了Yvette“ SciBabe” d'Entremont在2015年Gawker帖子“食物宝贝Blogger已满”方面的病毒式成功的Sh * t。” 通俗的话语使两个宝贝相互对抗。但是，通过将两个宝贝的多平台品牌角色作为后女权主义，新自由主义品牌文化下的自治技术进行考察，我表明，Food Babe / SciBabe一案不仅仅是在“科学与伪科学”方面的斗争。该案例研究阐明了性别双重约束，在所谓的“后真理”时代，这种双重约束正在加剧，因为最大化自身和家人的义务与对女性化媒体文化的长期而深层次的焦虑相冲突。