Introduction 1

This book investigates the role translation processes play in shaping and reshaping ideological discourse, and the ways these processes impact the agency of the actors involved, be they individual, collective or institutional. The novelty of the approach employed lies in its focus on the notion of “lifestyle politics” (Bennett, 2003), which describes the tendency to politicize everyday life choices. These tendencies influence and affect people’s personal identities. Their subsequent evolution, studied by Zuboff (2019), moves toward “surveillance capitalism”, which exploits lifestyle politics to orient the choices and behavior of citizens (Bennett et al., 2021). The “institutional” texts (Koskinen, 2008: 17; see also Krieg-Planque, 2012) analyzed are introduced, explaining that they are produced by international organizations on topics concerning and influencing the public debate and the personal sphere (e.g., gender identity, sustainable lifestyle, perception of safety and risk). The book is organized into seven chapters that are grouped into three parts (Hybridization, Threats and Well-being).