In their book, Confidence Culture, Shani Orgad and Rosalind Gill question the specific ways in which confidence is advertised to people, more specifically women in society. They claim that "self confidence" is made the imperative of our timed whether it's in relationships, work or motherhood. Gill states, after all "who could be against confidence? Nobody could argue against it because it's so taken for granted". They argue that it asks people to turn inward and focus on themselves as opposed to focussing on structural barriers placed within society. Orgad writes, The women I spoke to describe it as something that isn’t tangible: When you ask them, “Where did you get these expectations that you should be the confident mother and the full-time worker who’s assertive?” they say, “It’s everywhere.” It becomes so unquestioned that it’s being internalized into the most intimate sphere, whereby women, often very painfully, judge themselves according to this unattainable expectation.