Abstract
How-to-books about personality coaching and self-improvement design a comprehensive model of the neo-liberal subject: the enterprising self. Significantly, those manuals for successfully marketing „Ego & Co“ often rely on feminist and leftist arguments. Drawing on Michel Foucault’s works on modern governmentality and Louis Althusser’s concept of interpellation the first part of the paper traces the contours of this figure. The second part studies women’s guides to success and sketches out, in which ways the female entrepreneur of her self differs from her male counterpart.
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