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Neoliberal subjectivity in translation pedagogy

A critical analysis of self-help books in Iran

ORCiD logo with link | Kashmar Higher Education InstituteKashmar
ORCiD logo with link | Kashmar Higher Education InstituteKashmar
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Abstract
This qualitative study examines how self-help books function as a medium of neoliberal subjectivity. Using deductive thematic analysis of 15 widely used texts, the researchers identify three core discursive mechanisms: problematization, individualization, and scientification of life. These strategies naturalize neoliberal ideology by framing success and failure as matters of individual mindset, thereby obscuring structural inequalities. We argue that translation pedagogy, often perceived as linguistically neutral, can inadvertently reinforce these values through the deep textual engagement required by the translation process. Crucially, we propose that translation can also become a site of resistance: by pairing self-help texts with critical counter-texts (e.g., Brinkmann’s Stand Firm or Davies’ The Happiness Industry), educators can foster neoliberal literacy — the capacity to recognize, analyze, and contest market-driven discourses. This research offers concrete, actionable strategies for socially engaged translation pedagogy that transforms the classroom from a space of ideological reproduction into one of critical interrogation and ethical agency.
Article outline
  • Introduction
  • Statement of the problem and research questions
  • Literature review and theoretical framework
  • Self-help as a vehicle of neoliberal subjectivity
  • Self-help in the Iranian context: Translation, modernity, and consumerism
  • Toward a critical translation pedagogy
  • Method
    • Research design and analytic orientation
    • Analytic framework: Neoliberal mechanisms
    • Analytical procedure
    • Reliability and reflexivity
    • Positionality statement
    • Data selection
  • Findings
    • Neoliberalization of life
      • Problematization of life
      • Individualization of life
      • Scientification of life
    • Discussion
      • Broader contributions to translation studies
      • Implications for educators and researchers
      • Practical strategies for implementing counter-texts
    • Conclusion
  • Disclosure of potential conflicts of interest
  • A statement concerning research involving human participants
  • A Statement of informed consent
  • Declaration of generative AI and AI-assisted technologies in the writing process
  • Author queries
  • References
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