Page 99 of my dissertation provides a short glimpse of a key tension which characterizes Israeli Life Coaching as well as other projects of self-realization and therapeutic technologies. In a heading on page 99, I named this tension “from introspection to instruction” to describe coaches’ and trainees’ negotiations with the neoliberal and therapeutic notion of cultivating reflexivity and following the specific instructions of a professional authority. Scholars such as Michel Foucault, Nikolas Rose, James Faubion and others have extensively theorized how healers and experts of the soul exercise their power through the cultivation of their patients’ reflexivity. One of my contributions to this line of exploration is a focus on a local style of speech called dugri (direct speech) that entails a certain notion of caring and reshapes, in specific ways, the ethical dilemma between liberation and domination.

Dugri refers to utterances spoken in a blunt manner, as a form of criticism aimed at one’s interlocutor which symbolizes intimacy, authenticity, care, and courage. In short, dugri speakers speak their minds in a straightforward manner that is sometimes even intentionally aggressive. The logic behind dugri is that only someone who truly cares about their interlocutors will put him/herself at risk by expressing an unpopular critical view (Katriel 1986). Accordingly, this also means that smiling politely and avoiding confrontation is seen as inauthentic and careless.

The prevalence of dugri style of speech among Israeli life coaches, which encompasses making concrete assertions and determining what is right and wrong for a specific trainee, undercuts some global therapeutic notions which favor self-reflection and self-realization over such local professional calculations. In my dissertation I show how Israeli coaches and their trainees negotiate these two discourses – the global and local – as well as these two types of caring, in their effort to balance between focusing on the trainee’s abilities to be reflexive and centering around the coach’s expression of his/her authenticity as well as expert knowledge and power.

Dugri is idiosyncratically Israeli. But could such styles also be found in other cultures? Recently I had a chance to view the new Netflix documentary about the famous American life coach Anthony Robbins titled: “I am not your Guru” (which I highly recommend: https://www.netflix.com/watch/80102204?trackId=14277281&tctx=0%2C0%2C6f297f89-3322-4f91-b3ba-1ec0cb44108c-50113145). Robbins very vividly demonstrates an aggressive type of fearless speech, and I wonder – is it part of what renders coaching so popular in other places around the globe too? Are we witnessing the emergence of a new technology of selfhood which challenges the hegemony of a reflexive, psycho-therapeutic emotional style?

Reference:

Katriel, Tamar

1986    Talking Straight: Dugri Speech in Israeli Sabra Culture: Cambridge University Press.

Tamar Kaneh-Shalit. 2015. Positive Thinking without a Smile: Self and Care in Israeli Life Coaching. Phd dissertation, University of Haifa.

Tamar Kaneh-Shalit, Ph.D. is a postdoctoral fellow at the department of sociology and anthropology at Ben-Gurion University. She is a psychological anthropologist who is interested in self and emotions; education and care professions; media, immigration and identity. In her current research project she studies the emergence of emotional discourse in the academic world; how universities define and practice caring for students’ emotional well-being and mental health in USA and Israel. This study is in collaboration with colleagues in Russia and Israel. You can reach her at tkaneh@gmail.com.