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The Transnational Flows of a Postfeminist Sensibility in the Asian Wellness Industry

Faculy of Arts and Humanities

Coventry United Kingdom Gender Studies

About the Project

Coventry University (CU) is inviting applications from suitably-qualified graduates for a fully-funded PhD studentship for an exciting project exploring the ‘wellness industry’ in Asia.

The global wellness industry is worth a total of $4.5 trillion US dollars. Feminist research has employed the concept of a postfeminist sensibility to make sense of this industry, suggesting they are instrumental in reproducing gender inequality; postcolonial work has also documented the appropriation of cultures and traditions outside ‘the North’.

However, while a lot is known about how women in the Global North make use of the wellness industries located in the Global South, we know significantly less about how industries operate and are used locally within the Global South.

This project is located in the humanities and social sciences and uses a combination of digital, ethnographic and action research methods to redress the balance of knowledge. Its focus is on Asia, since Asia has 1) a large number of countries receiving ODA, and 2) is one of the most profitable areas within the wellness industries. The project will be original and significant in developing theory and empirical research, and will produce meaningful change. Change will be generated by developing tools for critical reflection amongst women who participate in the project, which in turn will create sustainable concepts of wellness with knowledge produced from within the Global South.

Training and Development

The successful candidate will receive comprehensive research training including technical, personal and professional skills.

All researchers at Coventry University (from PhD to Professor) are part of the Doctoral College and Centre for Research Capability and Development, which provides support with high-quality training and career development activities.

Entry criteria for applicants to PhD

• A minimum of a 2:1 first degree in a relevant discipline/subject area with a minimum 60% mark in the project element or equivalent with a minimum 60% overall module average. PLUS the potential to engage in innovative research and to complete the PhD within a 3.5 years
• a minimum of English language proficiency (IELTS overall minimum score of 7.0 with a minimum of 6.5 in each component)


UK/EU/International graduates with the required entry requirements


Full-time – between three and three and a half years fixed term

For further details see:

How to apply

To find out more about the project please contact the supervisory team, Dr Adrienne Evans () and Dr Amber Martin-Woodhead ().

To apply on line please visit:

All applications require full supporting documentation, and a covering letter – plus one of the following:

For pre-determined (named) projects a 2000-word supporting statement is required showing how the applicant’s expertise and interests are relevant to the project.

Funding Notes

Applications are for full single studentships, which includes tuition fees and living expenses for a doctoral candidate over 3.5 years. Stipend rates will be equivalent to those set by UKRI and will rise annually with a projected average increase of 1.25% per year. CU fees are adjusted yearly in line with the rates set by UKRI.

Additional allowances are for £1050 conference fees, including travel. Further additional support can be applied for competitively through ringfenced PGR funds within the Centre for Postdigital Cultures.

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