You can’t. Content created by :after
or :before
is not part of the DOM and therefore cannot be selected or modified.
If you have a look at this example fiddle and inspect the DOM in Firebug or similar you will see that the pseudo-element is not present in the DOM tree.
A potential solution would be to apply a class to the element you want to change, and to style that class appropriately in CSS:
$("div").addClass("newClass");