How-to-books about personality coaching and self-improvement design a comprehensive model of the neoliberal subject: the enterprising self. Significantly, manuals for successfully marketing “Me Inc.” often rely on feminist and leftist arguments. Drawing on Michel Foucault's work on modern governmentality and Louis Althusser's concept of interpellation the first part of the article traces the contours of this figure. The second part studies women's guides to success and outlines in which ways the female entrepreneur of the self differs from her male counterpart.
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Ulrich Bröckling (2005) studied this question.
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