From a self-made to an already-made man

Abstract

Several scholars argue that self-expression has become a salient feature in the conception of the self at the expense of a more utilitarian perception of the individual. This article argues that this transition agrees with an evolution in how the relation between work and the self was perceived during the 20th century. A historical content analysis of advice literature on professional success shows how capitalism adapted itself to the aesthetic critique of alienation by revitalising the spirit of capitalism. The old spirit of capitalism that relied on self-control and discipline was replaced by a new spirit that emphasised well-being and self-expression as a way to motivate employees and to close the gap between work and private life. Likewise, the ideal of the self-made man who adapts himself to a job was turned into a more essentialist view of an already-made man who looks for a job that fits his personality.