As Valentine’s Day approaches, the variety of self-confidence suggestions increases. British Vogue recommends women increase their sexual self-confidence with slogans like “feel good in your body” and say goodbye to negative self-talk. Meanwhile Selfridges guarantees buyers a sex and relationship “MOT” that features “confidence coaching” for women as a part of the package.
But (like dogs and Christmas) confidence is not only for Valentine’s Day. Nowadays, it’s women’s responsibility 24 hours a day, 7 days every week.
Inequality in the workplace? Women need to lean in and grow to be more confident. Eating disorders and poor body image? The solution is programs that promote girls’ self-confidence and positive attitude towards their bodies. Parenting problems? Let’s help moms feel more confident in order that they will raise self-confident children. Relationships deteriorating after the pandemic? Well, in spite of everything, self-confidence isrecent sexy“. Even the British Army is now targeting potential female recruits, promising that joining the army will give young women the confidence to “lasts a lifetime“.
The need for self-confidence has grow to be a lot a component of our common sense that it seems to be beyond query. Who could be against it, seen as a feminist intervention and for the obvious good of women’s empowerment?
But, as we argue in our recent book, the problem with these imperatives, programs and interventions – what we call Culture of trust – is that they encourage us to undertake extensive work on ourselves and discourage us from stating the structural inequalities which are the real source of the problems women face.
Personal deficit?
Self-confidence is presented as the solution to a wide selection of problems in lots of areas of life: from the welfare system to consumer culture, body image, the workplace, parenting, education and sex and relationship advice. Instead of identifying the root causes of structural inequalities, self-confidence culture reframes social injustices by way of internal obstacles and private deficits, for instance with familiar phrases reminiscent of “Your lack of self-confidence is holding you back” or “We do it to ourselves.” “
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Take, for instance, the devastating and disproportionate economic impact of the pandemic on women – incl increased unemployment, limiting paid workand widening gender pay gap. In response, workplace programs have offered “trust training” courses and advice for women, while organizations, life coaches and lifestyle media call on women to consider in themselves, “fill your personal cup first“And”do not forget that self-confidence is a piece in progress“.
So as an alternative of holding government, workplaces, corporations and the education system accountable, a culture of trust – even when well-intentioned – calls on women to work on themselves to face their problems. imposter syndromechange the way they think, feel, communicate, hold their bodies and take up space.
Change the world, not the woman
The culture of trust turns us increasingly inward, shifting responsibility and blame for social problems onto the shoulders of individual women.
Moreover, with stress and mental health issues increasing exponentially – all of which have been profoundly exacerbated by years of austerity and now the pandemic – there was a surge in self-confidence and self-care apps aimed toward women. Several reports identified growth self-care applications as certainly one of the biggest health and consumer trends during the pandemic, driven primarily by women and millennials.
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Most experts agree on this when it comes to body image pressure on women are intensifying. However, as an alternative of being critical of those punitive and unrealistic ideals, beauty brands employ “ambassadors of trust” and the stars advocate body positivity and self-love. From “woke ads” to social media hashtags and beyond, inspiring mantras and positive affirmations for ladies and women continually promote self-confidence and a positive attitude.
We urgently need to shift focus and address the structural inequalities that the pandemic has made so clear and visual cost of living crisis now he emphasizes it so brutally. We must challenge the limitless encouragement of women and girls to work on themselves and care for themselves (because nobody else will). Instead of an individualized and psychologized culture of trust, we must put money into constructing and maintaining social structures and policies that support, ensure and enhance women’s safety, well-being and power.
We don’t need more emphasis on blaming and changing women, we’d like to change the world.
