ObeyMelanie and the Digital Construction of Chastity: An Interdisciplinary Analysis of Power, Identity, and Community in Online BDSM‑Fetish Spaces Abstract The emergence of niche online personalities and brands has reshaped the ways in which sexuality, power, and gender are negotiated in contemporary digital culture. “ObeyMelanie” (stylised as obeymelanie ), a prominent content creator and entrepreneur within the BDSM‑fetish community, foregrounds chastity as a central theme of her public persona and product line. This paper investigates how obeymelanie constructs, performs, and commodifies chastity through a mixed‑methods approach that combines (1) textual and visual discourse analysis of her YouTube videos, Instagram posts, and product descriptions; (2) semi‑structured interviews with members of her follower community; and (3) a review of scholarly literature on digital fetish cultures, gendered power relations, and the sociology of chastity. Findings reveal that obeymelanie leverages a narrative of “empowered submission” that reframes traditional chastity—often understood as a patriarchal instrument of control—into a voluntary, affect‑rich practice that simultaneously affirms and subverts normative gender expectations. The paper concludes by situating obeymelanie within broader trends of “digital kink economies,” highlighting the implications for feminist theory, sexual self‑determination, and the regulation of online erotic commerce. 1. Introduction The digital age has facilitated the rapid proliferation of specialized erotic economies, wherein creators, vendors, and consumers co‑produce meaning around practices once confined to underground spaces (Rubin, 1995; Stryker & Kipp, 2021). One such phenomenon is the rise of obeymelanie —a self‑described “chastity mentor” and founder of the “ObeyMelanie Chastity Collective” (OMCC). Since launching her YouTube channel in 2019, Melanie (pseudonym) has amassed over 450 k subscribers and markets a line of physically secure chastity devices, daily “obedience challenges,” and personalized “key‑hand‑over” contracts.