The confidence cult(ure): from postfeminism to neoliberal feminism
Le Goff, Damien
Le Goff, Damien
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Publication Date
2023
Type
Article
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Citation
Le Goff, Damien. (2023). The confidence cult(ure): from postfeminism to neoliberal feminism. Dearcadh: Graduate Journal of Gender, Globalisation and Rights, 4. https://doi.org/10.13025/e2wx-5e27
Abstract
In this article, I explore how the conflation of neoliberalism, postfeminism and selected elements of a broader feminist discourse brought forth a new type of feminism that is amenable to patriarchal neoliberalism: neoliberal feminism. I argue that this has been possible because of two main factors: the confidence cult(ure) and feminism entering the mainstream Anglo-Saxon media. Relying heavily on a postfeminist sensibility yet rebranding itself as feminism, the confidence cult(ure) fostered a new form of neoliberal affective governance directed at women. In doing so, the confidence cult(ure) achieved the tour de force of blending together neoliberalism, postfeminism and specific feminist claims. Cleansed of its radical and transformative power, this hyper-individualized form of feminism has been more easily popularized and embraced by a wider audience within mainstream Anglo-Saxon media. This made it possible to bring forth the new apolitical, patriarchyfriendly neoliberal feminist.
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School of Political Science and Sociology, University of Galway