Neoliberal subjectivity in translation pedagogy

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.