EDITORIAL FOREWORD

How to realize your self? This question, reflective of neoliberal understandings of individual subjectivity and the sacred, is the basis of the Egyptian self-help guide whose artwork graces this issue's cover. The book is one among hundreds like it that can be bought in Egypt's bookstalls and bookstores, from where they circulate through the homes and workplaces of readers. This growing and popular corpus is the focus of Jeffrey T. Kenney's “Selling Success, Nurturing the Self: Self-Help Literature, Capitalist Values, and the Sacralization of Subjective Life in Egypt,” the first of two articles that make up the section “Therapeutic Discourses.” Kenney argues that as capitalism has expanded in Egypt, it has given rise to a pervasive consumer culture and, relatedly, a self-help literature that competes with Islamic etiquette manuals. Mixing modern ideas and ethical practices to form varied and unpredictable combinations, self-help has become a flat universal idiom, but what has given it its legitimacy in Egypt is its association with local tradition. “The inherent message of self-help,” Kenney writes, “is not simply the glorification of the individual but, more pointedly, the sacralization of the self and subjective life choices—an interpretive trend that, in Egypt, simultaneously functionalizes Islam and fosters new understandings of what it means to be Muslim.”