The affective-discursive ‘pruning’ of neoliberal selves: introducing the notion of self-othering

Abstract

In this article, I develop the notion of self-othering defined as the affective orchestration of different voices-of-the-self as an important self-constitutive practice of neoliberal subjectivity. I posit that neoliberal subjectification relies on othering those facets—skills, attributes, bodily properties—that do not conform to idealised notions of the self. By applying this conceptual lens to empirical material drawn from a qualitative research project on women’s identity negotiations, my aim is to show that affect, notably what feels right/wrong, plays a crucial role in aligning the body with neoliberal culture. The affective-discursive approach to analysing the dialogical self I propose is based on a problematisation of neoliberal logic and thus draws attention to the normativity of affect. The analysis of practices of self-othering lays bare how certain voices and ways of being become unsayable. However, their presence in people’s self-constructions also suggests that they could be re-articulated to formulate a counter ideal.