Digital disconnection has risen as a new and necessary act of care that individuals perform to counter the burdens associated with 24/7 connectivity. Resources to perform such caring tasks, however, are known to be unequally distributed. Leaning on feminist theory and digital disconnection studies, this study explores whether this unequal distribution also extends to the realm of digital disconnection by examining who is portrayed to care about digital disconnection in marketing communication of digital disconnection products and services. Through a critical discourse analysis, we find that digital disconnection is foremost presented as an individualized responsibility, meaning that the particular responsibility to (re-) gain control, focus and productivity, lies with the individual user. This responsible individual is feminized in most communications, except for highly masculinized, entrepreneurial-oriented forms of commodified digital disconnection. Overall, our analysis highlights how stereotypical gendered caring roles and processes of individual responsibilization are reinforced in commodified digital products and services. To breach this vicious circle, we argue that it is crucial to bring awareness to the essentialness of digital disconnection care work to ensure that disconnection opportunities and responsibilities are not dictated by social inequalities generated by neoliberal logics.
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