Big babies: Neoliberalism, adult male breastfeeding and the marketised maternal.

This paper takes a preliminary look at a commoditised form of caregiving that emerged in the first decade of the new millennium in the USA, China and Japan: adult male breastfeeding (AMBF). I argue that AMBF is emblematic of both the changing geography of industrial production since the 1973 oil crisis and how consumption has since come to be the most important economic task of those within privileged nations and enclaves. AMBF emphasises how marketing forces today have deployed what are increasingly maternalistic imaginaries to emphasise the degree to which a product or service dyadically recognises, affirms and cares for its consuming subjects. The marketised maternal is rooted in the racialised reproductive savings of those long given privileged access to the superior productivity of the Machine, which compelled smaller family size. It is these savings that have allowed for new dyadic intimacies to be fashioned between the maternalised "market‐and‐me." The flipside of this is that privileged consumers are increasingly infantilised, even as its dependencies are supported by a workforce largely procreated by racially diminished other‐mothers (ROMs). Infantilism, in turn, psychically shields consumers from the planetary devastations that have made privileged consumption possible. AMBF holds theoretical promise by making the unconscious nature of desire‐for the maternal (as a dyadic site of caregiving) explicit along with the latter's revolutionary potential. [ABSTRACT FROM AUTHOR]