Freedom will prove to have been merely an interlude. Freedom is felt when passing from one way of living to another—until this too turns out to be a form of coercion. Then, liberation gives way to renewed subjugation. Such is the destiny of the subject; literally, the 'one who has been cast down'. Today, we do not deem ourselves subjugated subjects, but rather projects: always refashioning and reinventing ourselves. A sense of freedom attends passing from the state of subject to that of project. All the same, this projection amounts to a form of compulsion and constraint—indeed, to a more efficient kind of subjectivation and subjugation. As a project deeming itself free of external and alien limitations, the I is now subjugating itself to internal limitations and self-constraints, which are taking the form of compulsive achievement and optimization.
Byung-Chul Han, Psychopolitics: Neoliberalism and New Technologies of Power















