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Self-help has become a booming business over the past decades and an increasingly visible part of popular media culture worldwide. The paper analyzes the arrival and effects of this cultural technology in post- Soviet Russia after more than seventy years of socialism. It examines how Russians are engaging with popular psychology self-help as a technology of the self and how they are making it meaningful in their lives. Drawing on a set of one-to-one and focus group interviews conducted with self-help readers, it examines how these individuals negotiate the new ethics and the normative models of personhood put forward by the self-help genre. It argues that popular psychology has offered a new language for making sense of the self and the social world, and highlights how the readers critically engage with the normalizing power of popular psychology by drawing on a number of local historically sedimented discourses. [ABSTRACT FROM AUTHOR]