Secularize, psychologize, neoliberalize: The entangled Jewish self of North American Jews

This article unpacks the construction of the Jewish spiritual self in three current projects of Jewish spirituality in North America—Jewish mindfulness, the neo-Musar movement, and the nascent Positive Judaism—and explores their relations with the neoliberal economic regime and ideology. Based on the content analysis of 30 popular online and offline texts, among them promotional websites, podcasts, and published works, and data gathered during long-term ethnographic study on Jewish spirituality in Israel and North America, the article argues that the highly individualized Jewish spirituality has become an institutionally mediated form of Jewish self-expression. By building on anthropological works about the cultural implications of neoliberalism on the self and following the lead of the foundational works linking Jewish cultural production and neoliberalism in North America, this article offers a perspective on Jewish spirituality that recognizes the relations between neoliberalism, self-cultivation, and community life. Fusing the spiritual, therapeutic, and neoliberal discourses, projects of Jewish spirituality package neoliberal ideals such as choice, emotional, resilience, well-being, and happiness as Jewish spiritual commodities. At the same time, the subjectivity cultivated in these projects is a Jewish-specific formation—a self that is highly individualized but remains strongly connected to its religious-ethnic community and cultural tradition. Jewish spirituality is thus used here as a case study for how neoliberalism affects contemporary forms of religious practice and creates new ethical orientations to communal belongings.