Abstract:

The emphasis on the individual and rational mind appeared in the age of Enlightenment. However, today in our world there are fundamental social challenges suppressing the individual which can be observed along with the growing restlessness, the damaging of spiritual coherence of the individuals through forcing them to take risk in their working life and loss of universal values and meanings. Modernity and new forms of capitalism create such corrosive effects on the individual, while remedies are inherent in the same dynamics. Hence, these dynamics can be seen through a life coaching profession, which is an effort of neoliberalism in building up homo economicus. Life coaching as a new profession appeared in the United States and Europe within the last 10-15 years and also has been expanded in Turkey with the effect of the globalization. Intended for the training of this profession, a new market has come into existence which is supported by international life coaching certificate programs which exceed nation-state. This study tries to evaluate life coaching as a new profession in response to societal changes and individuals’ expectation

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