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Lifestyle
Rosalind Gill, Professor of Social and Cultural Analysis, City, University of London

Confidence culture tells women to be more self-assured – but ignores the real problems

British Vogue Selfridges
Mary Long/Shutterstock

With Valentine’s Day around the corner, advice about confidence is proliferating. British Vogue enjoins women to boost their sexual confidence with slogans like “feel good in your body” and say goodbye to negative talk. Meanwhile Selfridges promises shoppers a sex and relationship “MOT”, in which “confidence coaching” for women comes as part of the package.

But (like dogs and Christmas), confidence is not just for Valentine’s Day. It is now a 24/7 obligation for women.

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