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This article describes the semiotics and politics of “real” and “false” selfhood in American therapeutic discourses of the World War II era, focusing on Karen Horney and Carl Rogers. Giving a semiotic analysis of their work requires developing an account of Erving Goffman's understanding of commitment that can then be used to illuminate the form of politics that underlie their ideologies of selfhood. The article culminates in an account of the ironies of the neoliberal politics infusing these therapeutic ideologies. At stake is a historical period characterized by a knotting of ideologies about commitment, their semiosis, and the neoliberal imagination.

The semiotics and politics of “real selfhood” in the American therapeutic discourse of the World War II era