The fantasy of control: Behaviourist transgressions of neoliberal subjectivity

Neoliberal governance of individuals has largely been based on a specific notion of self and society, emphasising human capital, authenticity and essentialism. I argue that this comprises an essentially humanist view of the self. However, within contemporary society, remnants of the mechanistic conception of man continue to surface in politics and workplace management. By examining strands of humanism and behaviourism within political and economic modes of governance, I trace how images outside of neoliberal discourse can take on a transgressive ideological function. I propose that, rather than challenging neoliberalism, such apparent transgression strengthens it.