The ubiquitous nature of self-help content in modern society is explored through the author’s personal experience and analysis of the genre’s current trends. The author recounts encountering targeted online advertisements for ”healing inner child wounds,” which triggered a barrage of similar self-help promotions, a phenomenon attributed to their recent consumption of self-help literature via their phone. This anecdote serves as a springboard to examine the proliferation of self-help content in various media, highlighting its prevalence and the ease with which individuals can become immersed in this realm.
The resurgence of self-help literature is discussed, noting its increased visibility and sales. Examples such as Nina Björk’s ”Medan vi lever” and Liv Strömquist’s ”Pythian pratar,” along with the stage play ”Liv och död Strömquist,” illustrate the genre’s integration into mainstream culture. The breadth of self-help, encompassing physical and mental health advice, is also acknowledged, including the recent rise of narrative self-help, which blends biographical elements with practical tips. The commercial success of personal stories like Katherine May’s ”Wintering” further underscores the genre’s appeal.
The role of the author’s personality and platform is crucial in the self-help market. Anders Sjöqvist, a publisher at Bazar Förlag and Max Ström, emphasizes the importance of narrative in contemporary self-help, even for books by experts. He explains that readers desire a connection with the author, and having a large online following increases an author’s chances of publication. This shift highlights the increasing influence of social media in shaping the publishing landscape, where a pre-existing audience translates into higher marketability.
The article delves into the involvement of celebrities in the self-help genre, acknowledging the popularity of ”inspirational life stories” by well-known figures. Sjöqvist notes the potential risks of celebrity endorsements but emphasizes that such books should primarily serve as inspiration and not impose advice. He underlines the importance of critical evaluation of self-help content, especially when it comes from non-experts. This raises important questions about the credibility and potential for misinformation within the genre, particularly when celebrity status overshadows professional expertise.
The discussion turns to the criticism surrounding self-help literature, cautioning against generalizations that conflate scientifically-backed approaches with mere opinions. Cecilia Viklund, a publisher at Bokförlaget Forum/Bonnier Fakta, stresses the need for transparency regarding the author’s background and the basis of their claims, especially in areas like spirituality and new-age philosophies. This emphasizes the ethical responsibility of publishers to ensure the safety and well-being of readers seeking guidance, highlighting the vulnerability of individuals seeking help and the potential for exploitation.
Finally, the author reflects on their own consumption of self-help and the societal trend towards self-improvement. Siri Helle, a psychologist and author, argues that the criticism of self-help for promoting egocentrism misses the point. She advocates for ”the right kind of self-help,” highlighting the need for accessible information about mental health, relationships, and happiness, especially given the lack of such education in traditional schooling. Helle links the rise of self-help to individualism, where individuals become their own projects in the absence of strong societal structures, while also noting a counter-trend toward seeking meaning and connection. The author concludes with a personal anecdote, admitting to oversharing their newfound self-help knowledge and subsequently feeling the need for further self-improvement, ironically reinforcing the cyclical nature of seeking self-help.
