Get Unstuck!

Abstract Examining women's magazines and lifestyle coaching, the article explores how positivity imperatives in contemporary culture call forth a happy, confident, hopeful, vibrant subject during COVID-19 pandemic. The analysis shows these acknowledge stress difficulty, at times highlight their gendered impacts, yet nevertheless systematically figure responses solutions individual, psychological, often consumerist terms. discussion demonstrates operate not only through verbal advice but also visual, embodied, affective means an emphasis on developing new social practices—from holding one's body differently, to keeping gratitude journals, cultivating virtual persona for online work meetings. highlights profound paradox: of global pandemic that has affected women disproportionally, when structural injustices inequalities have been made ever more visible, individualized self-care interpellations flourish, anger is muted, critiques inequality are largely silenced. Thus seemingly benign undoubtedly well-meaning messages confidence, calm, buttress neoliberal imaginary persistent inequalities.