In this text I would like to argue that individualistic culture of today is imbued with a specific notion of the self. Phenomena like life-style blogs, „cult” of celebrities and especially self-realization gurus and literature co-create a discourse on man where self is no longer regarded as an inner essence, substance or existential potency of a man but rather as a tengible and to some extent concrete object. Thus „being oneself” ceases to function as a verb and starts to be (...) a noun – name of a form of psycho-somatic wholeness that we can and should incorporate. As a consequence the self is ultimately brought to a number of styles of living with its rules, worldviews and modes of behavior and ultimately is reified. Becomes a magico-religious object which in anthropological terms can be described as a fetish. (shrink)