Management through spiritual self-help discourse in post-socialist Slovenia

Abstract

From the 1990s, during and after the post-communist transitions in Eastern Europe, different self-help texts advancing spiritual or personal well-being continue to be a highly popular discourse in Slovenia. In this article we examine the appropriation of self-help discourse in one of Slovenia's most influential management magazines, Manager. On the basis of a critical discourse analysis of Manager's articles, we argue that the magazine predominantly uses spiritual self-help vocabulary and accordingly transforms definitions of basic business vocabulary. It offers a spiritual self-growth discourse as a solution to any current management or social problems and in doing so supports the (neo)liberal capitalism. This discourse attempts to advise managers as to how to adapt to the new competitive business environment. It furthermore promotes the belief that solely spiritual self-growth will help managers and their business partners to resist political and economic barriers and assure the business success in times of global corporate `survival'.