The Confidence Cult(ure)

Abstract

In this paper we explore how confidence has become a technology of self that invites girls and women to work on themselves. The discussion demonstrates the extensiveness of what we call the 'cult(ure) of confidence' across different areas of social life, and examines the continuities in the way that exponents of the confidence cult(ure) name, diagnose and propose solutions to archetypal feminist questions about labour, value and the body. Our analysis focuses on two broad areas of social life in which the notion of confidence has taken hold powerfully in the last few years: popular discussions about gender and work, and consumer body culture. Examining the incitements to self-confidence in these realms, we show how an emergent technology of confidence, systematically re-signifies feminist accounts, by turning away from structural inequalities and collectivist critiques of male domination into heightened modes of self work and self-regulation, and by repudiating the injuries inflicted by the structures of inequality. We conclude by situating the 'confidence cult(ure) in relation to wider debates about feminism, postfeminism and neoliberalism.

Confidence culture and the remaking of feminism

“…As we have discussed elsewhere, 15 the technology of confidence is most well-illustrated in this sphere by two bestsellers: Facebook COO Sheryl Sandberg's Lean In and the New York Times Bestseller The Confidence Code authored by BBC World News America's Katty Kay and ABC News reporter Claire Shipman. 16 Lean In calls on women in the workplace to assert their positions and make themselves noticeable, to 'forge a path through the obstacles, and achieve their full potential', 17 this being cast almost exclusively in terms of achieving leadership positions combined with motherhood.…”

“…The confidence culture exculpates social, economic and political forces for their role in producing and maintaining inequality and instead places the emphasis upon women self-regulating and finding the 'solutions' to their problems within a newly upgraded form of confident subjectivity. 47 Consequently, it turns on its head the notion that the personal is political, and turns away from political critique and any questioning of the culture that might produce self-doubt or lack of confidence in women. Despite its apparently warm and affirmative address to women to believe in themselves, 'lean in', 'love their bodies', 'focus on what's most important to them' and 'be confident' across all spheres of life, it works by locating the blame and responsibility for all difficulties and challenges in women themselves.…”

“…In the domains we have examined here and elsewhere, the 'target user' of the confidence culture is the 'every woman', across race, class, age, sexuality and location. 64 While Lean In and similar 'feminist' manifestos such as Slaughter's essay Why women still can't have it all? have been criticized for addressing exclusively the white middle-class heterosexual professional woman, 65 the wider landscape of confidence injunctions appears more inclusive.…”

“…75 Anger, complaint, resentment or bitterness are to be avoided at all costs. Women may occasionally refer to such feelings or states but must quickly 'move on', 76 reframing their experience in an upbeat and resilient manner. 77 Indeed such positive messages are disseminated through the multiplication of 'inspirational' aphorisms exhorting women (and it does seem to be women rather than men) to 'dance like nobody is watching', 'love like you've never been hurt', 'believe in yourself or nobody else will', etc etc.…”

Rosalind Gill: “não queremos só mais bolo, queremos toda a padaria!”

“…Gill: Cunhei o termo o culto à confiança com minha amiga e colega Shani Orgad Orgad, 2016). Basicamente, nós ficamos fascinadas, nos anos recentes, com o problema da desigualdade de gênero sendo reconfigurado em termos da confiança feminina.…”