Far beyond politics and economics, neoliberalism has become ingrained in our thinking and everyday life. Patrick Schreiner examines the mechanisms through which people accept neoliberal approaches and ideas as good, appropriate, and without alternatives. He focuses on education, self-help literature, esotericism, sports and fitness, celebrities, television, social networks, as well as consumption and lifestyle. Through these examples, Schreiner demonstrates how neoliberalism co-opts individuals and what consequences this has for both individuals and society. It becomes clear that neoliberalism is an ideology that promises freedom but results in misery and subjugation.