16. ‘Just Be Confident Girls!’: Confidence Chic as Neoliberal Governmentality

In our injurious patriarchal cultures, unconfidence is almost inescapable when inhabiting womanhood. However, recently the promotion of self-confidence has surfaced as the site for expanded, heightened and more insidious modes of regulation, often spearheaded by those very institutions invested in women’s insecurities. This notably includes consumer women’s magazines. Contemporary publications are marked by an intensified preoccupation with taking readers ‘from crisis to confidence’, offering even dedicated sections (e.g. ‘confidence revolution’ and ‘Bye-bye body hang-ups’ in Cosmopolitan UK) and issues—see, for example, Elle UK’s January 2015 ‘Confidence Issue: A Smart Woman’s Guide to Self-Belief’. Clearly, this sector is a fundamental player in the confidence movement-market, bringing together a range of interested parties, not least ‘love your body’ (LYB) advertisers like Dove (see Gill and Elias 2014), and enjoying an extensive audience reach, both in terms of numbers and geography—a reach increased to unprecedented degrees by online versions.