The Promotion of Pleasure and Self-Care in Argentine Women Sexologist-Influencers’ Discourses

Abstract

The article analyzes two Argentine influencers with high local media visibility in the niche of sexual health and sexuality content on social media—Cecilia Cé and Mariela Tesler—to examine how they construct discourses that promote pleasure and self-care practices within sex-affective relationships. The study is grounded in feminist and gender studies, mediatization studies, and discourse analysis. Methodologically, it combines documentary research with digital ethnography on a corpus of posts organized by thematic criteria and approached comparatively; this corpus is complemented by a review of interviews given by both figures. The analysis shows that, beyond an explicitly “feminist” stance framed by neoliberal postfeminisms, their performances rest on three operations: (1) the use of humorous registers to de-dramatize sexual issues; (2) the curation of information as a strategy for constructing authority and credibility; and (3) the mobilization of erotic capital as a resource for visibility and audience reach. We argue that the articulation of these dimensions constitutes a media pedagogy that translates specialized knowledge into practical and affective advice for followers, while negotiating tensions among activism, social-media content consumption, and the continual pursuit of well-being as a route to “success.”