The individualization of class: a case of working life coaching

This article employs empirical analysis on working life coaching in order to offer a complimentary perspective on debates concerning individualization and class. Instead of viewing individualization as a process which erodes or radically shapes structures of class, this article interrogates individualization as a process which individualizes the relation between capital and labour in such a way that it appears in an individualized form. Examining practices of working life coaching sheds light on the ways in which the antagonism of capital and labour is experienced, articulated in an individual form and offered solutions for, and also on the ways in which such practices actually silence and cement the antagonism they are supposed to solve.