Looking on the bright side: Positivity discourse, affective practices and new femininities

From policy to personal practice, injunctions to harness the positive effects of positive affects are pulsing through global emotion regimes. Scholarship tracing this phenomenon links the push for positivity – and other seemingly “entrepreneurial” affects – to neoliberal cultural formations. Within and beyond psychology, feminist analyses are highlighting the gendered address of these formations and their imbrication with contemporary femininities. While this raises important questions about the gendered implications of positivity imperatives, an absence of fine-grained empirical work means little is known regarding how positivity discourse is taken up and lived out. We draw from interviews with 24 women facing distinctive emotional management demands (influencers, mothers and service workers) to investigate how positivity inflects everyday living. Our analysis presents two affective–discursive repertoires that participants drew on to explain positivity: positivity as attractive relationality and positivity as agentic cognitive style. We also identified four figures who are central to positivity talk, and three affective–discursive practices linked to positivity: keeping emotions in check, virtuously declining negativity and triumphant positivity. We conclude that, while offering new and appealing feeling positions, positivity discourse may also reaffirm profoundly unequal patterns of emotional practice and regulation.