Reassessing Existential Constructs and Subjectivity: Freedom and Authenticity in Neoliberalism

Abstract

In this article, I reassess two central existential constructs at their intersection with neoliberalism and the self-help industry. Freedom and authenticity, as theorized primarily in the Sartrean tradition, have been commodified by the neoliberal self-help industry into uncritical and universalizing concepts. As these contemporary caricatures of freedom and authenticity become popular, their effects on subjectivity can be problematic. I conduct a reassessment of these constructs to identify where power relations, universality, and misinterpretations not only propagate errors that become embodied in subjectivity but also demarcate inclusionary and exclusionary criteria for diverse subjectivities to access freedom and authenticity.

Authenticization: Consuming commodified authenticity to become “authentic” subjects

“…What is existentially authentic is a moment of accepting our freedom in our selfunderstanding as an act in accordance with our commitment to meaning. Existential freedom is established in consciousness as a choice to act in accordance with self-understanding or alternatively in conformity with others (Plesa, 2021). To behave in conformity with others or to pretend that the freedom to choose doesn't exist is existentially inauthentic, which, for Heidegger (1927Heidegger ( /1962, results in losing our identity.…”

“…On social media, the self as a brand faces these same pressures of consistency in values over time and delivery to the public. Nevertheless, knowing the emotional branding tactics that work, along with the value of authenticity as determined by public approval, the consistency between internal values and external expression is compelled by what is marketable (Plesa, 2021). The self as a brand is subject to authenticization in manufacturing authenticity under neoliberal power relations.…”

Authenticity and Its Discontent as Reflected on Heinrich Böll’s The Laugher

“…Authenticity is a concept that implies real, original, or genuine. When something is called authentic, that means it originated or came from the original place itself (Cox, 2008;Plesa, 2021). It is supposedly not fake or made up; it should be sincere and honest as the personal identity of that thing.…”

“…Indications of authenticity is never without ending. It is an ongoing process in which every steps in it could be problematic and contradictive as well (Levy, 2011;Plesa, 2021). This is what happens to the main character of the story.…”

La libertad como el punto de encuentro para la construcción de la confianza en las relaciones humanas

“…El primer punto que precisa ser analizado es si la confianza es natural, como lo argumentan, en cierta manera, Baier (1986) y Spaemann (2005. Esta posición puede ser discutible, dado que asumir que la confianza simplemente se da sería admitir cierto determinismo en el acto de confiar, lo cual no adquiere mucho asidero si se considera la dimensión de la libertad humana (Plesa, 2021). Ya Sartre (2004, p. 24) lo advertía: "Si en efecto la existencia precede a la esencia, no se podrá jamás explicar por referencia a una naturaleza humana dada y fija; dicho de otro modo, no hay determinismo, el hombre es libre, el hombre es libertad".…”