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ABSTRACT. This paper is an inquiry into the blooming sector of personal and spiritual development in contemporary Romania. It is based on interviews with providers of such services, on content analysis of blogs and books dedicated to the topic, and on participation in several workshops. The critical literature linking the proliferation of the field of personal and spiritual development with the increasing pervasiveness of neoliberal logic has highlighted some of the features of the subjectivity invoked in these programmes: the sovereignty of the self in relation to its environment, the lack of importance of social ties and solidarity, and the lack of importance of the community. This analysis explores the empirical material in searching for the main points of ambivalence in relation to these desiderates, as well as the mutations that can be identified in the privileged sites of production of individuality that are personal and spiritual development workshops and trainings. 2

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