This thesis is an ethnography of the phenomenon of self-help. It begins by noting a problematic at the centre of the topic: the term self-help connotes, on the one hand, an autonomous agent ("self'), and on the other, a reliance on other agents ("help"). More substantively, the term attaches itself to two opposing ideological positions, individualism and collectivism. This strange splitting of the term is reproduced in a contemporary context, where we see the genre of self-help books, which is built around the highly individualistic activity of reading as a quest for self-help, and self-help groups, which are built around the collective, co-presence of members as they mutually help one another. But the phenomenon is engaged by separate, non-overlapping literatures that treat self-help books as having a status independent of self-help groups; one attends to self-help books, but disregards self-help groups, while the other attends to self-help groups, but disregards self-help books. Thus self-help books and self-help groups get polarized. This effectively makes the original problematic around the term itself disappear, because it' simply ignores it. This research turns this character of self-help into a topic for study. It looks at what holds the term together, that is to say, self-help books and self-help groups, when they appear to be entirely independent phenomena, and yet still share the term self-help. It is interested in the significance of the term, why it gets invoked as a description of particular activities and what that entails as a practical matter. It wants to see how self-help is performed. It identifies a hybrid of self-help books and self-help groups - a self-help workshop. This third site of self-help brings individual readers of self-help books into a context of collective, social activity. It uses this as a strategy with which to examine the relationships between self-help books and self-help groups, self and help. It undertakes a detailed empirical analysis of a corpus of self-help books, a selfhelp workshop and a range of self-help groups, drawing on textual, discursive and ethnographic modes of inquiry. It then uses this empirical work to map self-help and engage it as a wider, cultural phenomenon in the modem period.

Fragilizado ao assumir riscos e ter que lidar com a instabilidade e a insegurança consequentes da busca por sua liberdade na sociedade líquido moderna e em contexto de trabalho imaterial, o indivíduo é exposto a inúmeras promessas de ferramentas de rápida solução, serviços, métodos e técnicas de desenvolvimento pessoal que prometem maior controle sobre as experiências de vida. A presente dissertação busca analisar como dilemas pessoais vivenciados em contexto de trabalho imaterial na sociedade líquido moderna são apresentados e trabalhados na perspectiva do life coaching. Trata-se de um estudo exploratório que contou com a participação de cinco profissionais que prestam o serviço de life coaching. A coleta de dados se deu através de entrevistas individuais semi-estruturadas. Para a análise dos dados foi utilizada a análise de conteúdo. A análise dos resultados foi realizada de maneira qualitativa e se deu á luz do referencial teórico sobre a sociedade líquido moderna, o trabalho imaterial, o coaching e o life coaching. Os resultados da pesquisa permitiram indicar o life coaching como serviço que busca corresponder à demanda por desenvolvimento pessoal no alcance de adaptação a mudanças, excelência em todos os domínios da vida e no ímpeto por autorrealização pessoal, características da vida líquida, através do uso de ferramentas gerencialistas originalmente empregadas para o desenvolvimento empresarial. Alinhado com a ideia de que todos devem estar em estado permanente de vigilância e de gestão de si, e mergulhado no movimento mercadológico de autoajuda e de desenvolvimento pessoal patrocinado por uma ideologia produtivista e capitalista, o life coaching mostrou-se como clara expressão da noção de produção de subjetividade, contexto característico do mundo sob hegemonia do trabalho imaterial. A oferta do serviço de life coaching se mostrou, ainda, de estruturação inconsistente. A falta de consenso apontada sobre o conhecimento de base que alicerça o coaching e a falta de regulamentação quanto à formação e premissas para atuação profissional nesta área são elementos que justificam o questionamento com relação à adequação da capacitação dos life coaches para o tratamento de dilemas pessoais em contexto de trabalho imaterial na sociedade líquido moderna. / The personal search for liberty in liquid-modern society and immaterial work context, and the consequent need to take risks and to deal with an instable and insecure environment can make one vulnerable as exposed to a countless number of tools, services, methods and techniques for personal development wich promises fast results and increased controle over life experiences. The present dissertation searches to analyse how personal dilemmas experimented in immaterial work context and in liquid-modern society are presentated and worked in the perspective of life coaching. The present study is characterized as an exploratory study and counted with the participation of five professionals who offer life coaching services. The data was collected through individual semi-structered interviews. To analyse the data the content analysis was used. The analysis of the results was developed in a qualitative way from theorical references about liquid-modern society, immaterial work, coaching and life coaching. The results of the research indicates life coaching as a sevice that utilizes management tools originaly aplicated in business devolopement, and a service that corresponds to a demand for personal development in the search for adaptation over changing situations, for excellence in all of life´s domains, and in the search for personal realization, all caracteristics of liquid life. Aligned with the idea that all should be in permanent state of awareness and self management, and deeply merged in the self-help and personal development market sponsored by productivist and capitalist ideology, life coaching is presented as a clear expression of the subjective production notion that is characteristic of a world in predominance of immaterial work. The life coaching has yet been presented as an inconsistent service in terms of it´s strucuture. In Brazil, the lack of consense pointed out over its knowledge base, the lack of regulation over the life coaching formation and the inexistence of premises for life coaching professional performance are elements that justify questioning how appropriate and adequate are life coaches´ capacitation to work out personal dilemmas in immaterial work context and in liquid-modern society.

Fragilizado ao assumir riscos e ter que lidar com a instabilidade e a insegurança consequentes da busca por sua liberdade na sociedade líquido moderna e em contexto de trabalho imaterial, o indivíduo é exposto a inúmeras promessas de ferramentas de rápida solução, serviços, métodos e técnicas de desenvolvimento pessoal que prometem maior controle sobre as experiências de vida. A presente dissertação busca analisar como dilemas pessoais vivenciados em contexto de trabalho imaterial na sociedade líquido moderna são apresentados e trabalhados na perspectiva do life coaching. Trata-se de um estudo exploratório que contou com a participação de cinco profissionais que prestam o serviço de life coaching. A coleta de dados se deu através de entrevistas individuais semi-estruturadas. Para a análise dos dados foi utilizada a análise de conteúdo. A análise dos resultados foi realizada de maneira qualitativa e se deu á luz do referencial teórico sobre a sociedade líquido moderna, o trabalho imaterial, o coaching e o life coaching. Os resultados da pesquisa permitiram indicar o life coaching como serviço que busca corresponder à demanda por desenvolvimento pessoal no alcance de adaptação a mudanças, excelência em todos os domínios da vida e no ímpeto por autorrealização pessoal, características da vida líquida, através do uso de ferramentas gerencialistas originalmente empregadas para o desenvolvimento empresarial. Alinhado com a ideia de que todos devem estar em estado permanente de vigilância e de gestão de si, e mergulhado no movimento mercadológico de autoajuda e de desenvolvimento pessoal patrocinado por uma ideologia produtivista e capitalista, o life coaching mostrou-se como clara expressão da noção de produção de subjetividade, contexto característico do mundo sob hegemonia do trabalho imaterial. A oferta do serviço de life coaching se mostrou, ainda, de estruturação inconsistente. A falta de consenso apontada sobre o conhecimento de base que alicerça o coaching e a falta de regulamentação quanto à formação e premissas para atuação profissional nesta área são elementos que justificam o questionamento com relação à adequação da capacitação dos life coaches para o tratamento de dilemas pessoais em contexto de trabalho imaterial na sociedade líquido moderna. / The personal search for liberty in liquid-modern society and immaterial work context, and the consequent need to take risks and to deal with an instable and insecure environment can make one vulnerable as exposed to a countless number of tools, services, methods and techniques for personal development wich promises fast results and increased controle over life experiences. The present dissertation searches to analyse how personal dilemmas experimented in immaterial work context and in liquid-modern society are presentated and worked in the perspective of life coaching. The present study is characterized as an exploratory study and counted with the participation of five professionals who offer life coaching services. The data was collected through individual semi-structered interviews. To analyse the data the content analysis was used. The analysis of the results was developed in a qualitative way from theorical references about liquid-modern society, immaterial work, coaching and life coaching. The results of the research indicates life coaching as a sevice that utilizes management tools originaly aplicated in business devolopement, and a service that corresponds to a demand for personal development in the search for adaptation over changing situations, for excellence in all of life´s domains, and in the search for personal realization, all caracteristics of liquid life. Aligned with the idea that all should be in permanent state of awareness and self management, and deeply merged in the self-help and personal development market sponsored by productivist and capitalist ideology, life coaching is presented as a clear expression of the subjective production notion that is characteristic of a world in predominance of immaterial work. The life coaching has yet been presented as an inconsistent service in terms of it´s strucuture. In Brazil, the lack of consense pointed out over its knowledge base, the lack of regulation over the life coaching formation and the inexistence of premises for life coaching professional performance are elements that justify questioning how appropriate and adequate are life coaches´ capacitation to work out personal dilemmas in immaterial work context and in liquid-modern society.

Fragilizado ao assumir riscos e ter que lidar com a instabilidade e a insegurança consequentes da busca por sua liberdade na sociedade líquido moderna e em contexto de trabalho imaterial, o indivíduo é exposto a inúmeras promessas de ferramentas de rápida solução, serviços, métodos e técnicas de desenvolvimento pessoal que prometem maior controle sobre as experiências de vida. A presente dissertação busca analisar como dilemas pessoais vivenciados em contexto de trabalho imaterial na sociedade líquido moderna são apresentados e trabalhados na perspectiva do life coaching. Trata-se de um estudo exploratório que contou com a participação de cinco profissionais que prestam o serviço de life coaching. A coleta de dados se deu através de entrevistas individuais semi-estruturadas. Para a análise dos dados foi utilizada a análise de conteúdo. A análise dos resultados foi realizada de maneira qualitativa e se deu á luz do referencial teórico sobre a sociedade líquido moderna, o trabalho imaterial, o coaching e o life coaching. Os resultados da pesquisa permitiram indicar o life coaching como serviço que busca corresponder à demanda por desenvolvimento pessoal no alcance de adaptação a mudanças, excelência em todos os domínios da vida e no ímpeto por autorrealização pessoal, características da vida líquida, através do uso de ferramentas gerencialistas originalmente empregadas para o desenvolvimento empresarial. Alinhado com a ideia de que todos devem estar em estado permanente de vigilância e de gestão de si, e mergulhado no movimento mercadológico de autoajuda e de desenvolvimento pessoal patrocinado por uma ideologia produtivista e capitalista, o life coaching mostrou-se como clara expressão da noção de produção de subjetividade, contexto característico do mundo sob hegemonia do trabalho imaterial. A oferta do serviço de life coaching se mostrou, ainda, de estruturação inconsistente. A falta de consenso apontada sobre o conhecimento de base que alicerça o coaching e a falta de regulamentação quanto à formação e premissas para atuação profissional nesta área são elementos que justificam o questionamento com relação à adequação da capacitação dos life coaches para o tratamento de dilemas pessoais em contexto de trabalho imaterial na sociedade líquido moderna. / The personal search for liberty in liquid-modern society and immaterial work context, and the consequent need to take risks and to deal with an instable and insecure environment can make one vulnerable as exposed to a countless number of tools, services, methods and techniques for personal development wich promises fast results and increased controle over life experiences. The present dissertation searches to analyse how personal dilemmas experimented in immaterial work context and in liquid-modern society are presentated and worked in the perspective of life coaching. The present study is characterized as an exploratory study and counted with the participation of five professionals who offer life coaching services. The data was collected through individual semi-structered interviews. To analyse the data the content analysis was used. The analysis of the results was developed in a qualitative way from theorical references about liquid-modern society, immaterial work, coaching and life coaching. The results of the research indicates life coaching as a sevice that utilizes management tools originaly aplicated in business devolopement, and a service that corresponds to a demand for personal development in the search for adaptation over changing situations, for excellence in all of life´s domains, and in the search for personal realization, all caracteristics of liquid life. Aligned with the idea that all should be in permanent state of awareness and self management, and deeply merged in the self-help and personal development market sponsored by productivist and capitalist ideology, life coaching is presented as a clear expression of the subjective production notion that is characteristic of a world in predominance of immaterial work. The life coaching has yet been presented as an inconsistent service in terms of it´s strucuture. In Brazil, the lack of consense pointed out over its knowledge base, the lack of regulation over the life coaching formation and the inexistence of premises for life coaching professional performance are elements that justify questioning how appropriate and adequate are life coaches´ capacitation to work out personal dilemmas in immaterial work context and in liquid-modern society.

As people have currently a longer life expectation than was previously experienced, it means that many could face a prolonged retirement period of 30 years or even longer. Life changes as an unavoidable element of life may create rather drastic challenges. The approach towards retirement may cause stress and uncertainty for some people, as well as the realisation that necessary changes need to occur. This study focuses on research regarding the life transition to retirement and the challenges each person faces during this phase of life. The purpose of this study was to investigate the experiences and perceptions that retired people had of their life in retirement, with the purpose of formulating guidelines for the development and implementation of a coaching model for retirement. For the purpose of this study, the following four tasks of practical theological interpretation, as explained by Osmer, were followed:  Descriptive-empirical task – “What is going on?”  Interpretative task – “Why is this happening?”  Normative task – “What ought to be happening?”  Pragmatic task – “How might we respond?” An empirical qualitative study was done with retired people by way of focus groups. What transpired was that the reality of a longer life expectancy, the continuation of an active lifestyle and the turbulent economic climate could all have an influence on the quality of retirement. The results from the empirical study suggested that it is essential to follow a holistic approach in the preparation, planning and adaptation process regarding retirement. From the interpretative task regarding life coaching, it transpired that coaching is one of the fastest growing disciplines with worldwide recognition. Life coaching is being used as a method to facilitate purpose-driven change on personal, spiritual and professional levels. From the interpretative task regarding retirement it was established that retirement is a concept that is undergoing vast changes, while various perceptions regarding retirement are being upheld. On account of the longer life expectancy that is currently observed, retirement is nowadays being perceived more as a transition from full-time employment to a lesser work-orientated existence. The normative task focused on the aspects of life coaching by showing examples of prominent leaders in the Bible and how their behaviour can possibly enrich and form the life of the life coach, and can be applied as an example to imitate. Although no logical concept for retirement is detailed in the Bible, the elderly are highly regarded and they can live with an unfailing, hopeful future expectation of eternal life and the second coming of Jesus Christ. The conclusion of the study is that, through good planning and preparation for the life phase of retirement, retirement coaching can be instrumental in a more positive attitude towards retirement and good emotional, intellectual, spiritual, physical, social and financial adjustment in retirement. With reference to the results of the descriptive-empirical task, the interpretative tasks and the normative task, practical-theoretical guidelines were formulated in the pragmatic task of a life coaching model with a view to retirement. / MA (Pastoral Studies), North-West University, Potchefstroom Campus, 2015

As people have currently a longer life expectation than was previously experienced, it means that many could face a prolonged retirement period of 30 years or even longer. Life changes as an unavoidable element of life may create rather drastic challenges. The approach towards retirement may cause stress and uncertainty for some people, as well as the realisation that necessary changes need to occur. This study focuses on research regarding the life transition to retirement and the challenges each person faces during this phase of life. The purpose of this study was to investigate the experiences and perceptions that retired people had of their life in retirement, with the purpose of formulating guidelines for the development and implementation of a coaching model for retirement. For the purpose of this study, the following four tasks of practical theological interpretation, as explained by Osmer, were followed:  Descriptive-empirical task – “What is going on?”  Interpretative task – “Why is this happening?”  Normative task – “What ought to be happening?”  Pragmatic task – “How might we respond?” An empirical qualitative study was done with retired people by way of focus groups. What transpired was that the reality of a longer life expectancy, the continuation of an active lifestyle and the turbulent economic climate could all have an influence on the quality of retirement. The results from the empirical study suggested that it is essential to follow a holistic approach in the preparation, planning and adaptation process regarding retirement. From the interpretative task regarding life coaching, it transpired that coaching is one of the fastest growing disciplines with worldwide recognition. Life coaching is being used as a method to facilitate purpose-driven change on personal, spiritual and professional levels. From the interpretative task regarding retirement it was established that retirement is a concept that is undergoing vast changes, while various perceptions regarding retirement are being upheld. On account of the longer life expectancy that is currently observed, retirement is nowadays being perceived more as a transition from full-time employment to a lesser work-orientated existence. The normative task focused on the aspects of life coaching by showing examples of prominent leaders in the Bible and how their behaviour can possibly enrich and form the life of the life coach, and can be applied as an example to imitate. Although no logical concept for retirement is detailed in the Bible, the elderly are highly regarded and they can live with an unfailing, hopeful future expectation of eternal life and the second coming of Jesus Christ. The conclusion of the study is that, through good planning and preparation for the life phase of retirement, retirement coaching can be instrumental in a more positive attitude towards retirement and good emotional, intellectual, spiritual, physical, social and financial adjustment in retirement. With reference to the results of the descriptive-empirical task, the interpretative tasks and the normative task, practical-theoretical guidelines were formulated in the pragmatic task of a life coaching model with a view to retirement. / MA (Pastoral Studies), North-West University, Potchefstroom Campus, 2015

Compared to other South African universities, the Department of Social Work at the UNISA has the highest intake of social work students but also the lowest throughput. Through post-graduate research, the Department of Social Work became aware of the often impeding influence of the personal, social and learning contexts of social work students on their performance, and identified a need for social work-specific student support. The following central research question was formulated: What would a life coaching programme to support social work students within an ODL context comprise of? To explore and describe the specific support needs of social work students, the qualitative research approach was used and data was gathered from focus groups of social work students and individual interviews with recently graduated and employed social workers who studied at UNISA. Tesch’s steps (in Creswell, 2009:186) were used to analyse the data systematically and data was verified by integrating Guba’s model (in Krefting, 1991:214-222) with Yin’s (2011:19-20) three objectives for building trustworthiness and credibility. The Intervention Design and Development (IDD) model of Rothman and Thomas (1994) was adapted and selectively employed, concentrating on Phase 1, 2, 3 (only Step 2) and Phase 4 in order to develop a support programme for this specific context. The goals of the support programme were to enhance student success and throughput, facilitate the personal, academic and professional development of students and to empower students to take ownership of their learning process. An online self-coaching support programme was developed and structured around seven actions towards growth, namely, clarifying my strengths, connecting to my context, clarifying my vision, completing my plan, committing to action and growth, confirming my direction and celebrating completion. The programme is divided into eight coaching conversations, two per level, contains many activities, stories and references to resources. It is designed to be compulsory and integrated into the practical work modules. Although activities are to be completed independently by students, support will be provided by e-tutors, workshop facilitators and supervisors. A programme coordinator will be available online as an e-coach to provide ongoing support to social work students. / Social Work / D. Phil. (Social Work)

Compared to other South African universities, the Department of Social Work at the UNISA has the highest intake of social work students but also the lowest throughput. Through post-graduate research, the Department of Social Work became aware of the often impeding influence of the personal, social and learning contexts of social work students on their performance, and identified a need for social work-specific student support. The following central research question was formulated: What would a life coaching programme to support social work students within an ODL context comprise of? To explore and describe the specific support needs of social work students, the qualitative research approach was used and data was gathered from focus groups of social work students and individual interviews with recently graduated and employed social workers who studied at UNISA. Tesch’s steps (in Creswell, 2009:186) were used to analyse the data systematically and data was verified by integrating Guba’s model (in Krefting, 1991:214-222) with Yin’s (2011:19-20) three objectives for building trustworthiness and credibility. The Intervention Design and Development (IDD) model of Rothman and Thomas (1994) was adapted and selectively employed, concentrating on Phase 1, 2, 3 (only Step 2) and Phase 4 in order to develop a support programme for this specific context. The goals of the support programme were to enhance student success and throughput, facilitate the personal, academic and professional development of students and to empower students to take ownership of their learning process. An online self-coaching support programme was developed and structured around seven actions towards growth, namely, clarifying my strengths, connecting to my context, clarifying my vision, completing my plan, committing to action and growth, confirming my direction and celebrating completion. The programme is divided into eight coaching conversations, two per level, contains many activities, stories and references to resources. It is designed to be compulsory and integrated into the practical work modules. Although activities are to be completed independently by students, support will be provided by e-tutors, workshop facilitators and supervisors. A programme coordinator will be available online as an e-coach to provide ongoing support to social work students. / Social Work / D. Phil. (Social Work)

Arbetslivscoachning har etablerat sig på arbetsmarknaden som utvecklingsmetod av medarbetares arbetsprestation. Denna studie syftade till att undersöka coachade medarbetares upplevelser av arbetslivscoachning, i förhållande till autonomi, motivation och utveckling. Respondenterna arbetade på ett kommunalt äldreboende i Stockholmsregionen. Totalt utgjorde tio semistrukturerade medarbetarintervjuer studiens huvudsakliga datamaterial. Dessutom genomfördes en semistrukturerad intervju med medarbetarnas enhetschef, som även coachade medarbetarna. Data analyserades via empiristyrd tematisk analys, med inspiration från innehållsanalys. Studiens teoretiska inramning innefattade Illeris lärmodell, Hackman & Oldhams motivationsmodell, Deci & Ryans självbestämmandeteori samt Locke & Lathams målsättningsteori. Medarbetarna upplevde autonomi inom gruppens målformulering, däremot med begränsad individuell autonomi. Resultatet visade att coachen bör vara autonomifrämjande, för att vara motivations-och utvecklingsfrämjande. Även relationen mellan coach och medarbetare är betydelsefull för att coachningen ska vara motivationsfrämjande, och därigenom utvecklingsfrämjande. Slutligen begränsas medarbetares inre motivation då coachen tillämpat ett styrande tillvägagångssätt somsaknar individanpassning. Avsaknad av individanpassning, samt gruppen kollektiva överenskommelse, bidrar snarare till en yttre motivation som är internaliserad. / Coaching has established itself on the labor market as a method for employee development, in regards to job performance. This study aimed to explore how employees undergoing work life coaching experience the coaching in relation to autonomy, motivation and development. All respondents worked at a communal geriatric care facility in Stockholm. Ten employees and their coach were interviewed, via semi-structured interviews. The coach also worked as the employees’ section director. Data was analysed using thematic analysis, with inspiration from content analysis. As theoretical framework Illeris Three Dimensions of Learning Model, Hackman & Oldhams Job Characteristic Theory, Deci & Ryans Self-Determination Theory, and Locke & Lathams Goal Setting Theory was applied. The employees experienced autonomy within team’s goal setting, however with limited individual autonomy. Results showed that a coach should work to enhance employee autonomy in order for coaching to have a positive effect on employee motivation and development. The relationship between coach and coachee is of importance for the coaching to have positive effect on employee motivation and development. Applying directive elements in the coaching style and lacking in individual accommodation hinders the employees’ intrinsic motivation. The lack of individual accommodation, and presence of collective understanding within the team, rather results in an internalised extrinsic motivation.

This research aimed to investigate how life coaching influenced five female high school learners (aged 16 and 17 years old) at an independent school in Gauteng province. The learners attended four life-coaching sessions with an experienced and accredited life coach over a period of eight weeks. Data was collected from a literature review of previous research on life coaching and coaching in general, interviews with the learners both before and after the life coaching experience and from journal entries kept by the learners during the process. All learners learnt through the process and experienced positive changes in their lives. This included improved balance in their lives; improved time management, reduced stress and more positive mind-sets. They were able to set goals and achieve some success during the process. They expressed increased confidence in themselves and their abilities to overcome challenges in their lives and recommended life coaching for other learners. / Educational Management and Leadership / M. Ed. (Educational Management)