ABSTRACT
Tony Robbins: I Am Not Your Guru first appeared on the digital moment's premier provider of visual leisure media, Netflix, in 2016. The feature documentary film chronicles the movements of ‘life coach’ Anthony Jay Robbins as he takes centre stage at one of his residential events, where he speaks to thousands of seemingly adoring fans. Apart from the Netflix documentary, Robbins boasts a host of digital media resources, such as a website, a series of podcasts and a mobile app, which are much more reasonably priced, with some free content. Digital guru media is not merely a term that is useful rhetorically and descriptively. It is a conceptual move, which deliberately and meaningfully marries together terms with ancient and modern etymologies to reimagine the form(s) ‘gurus’ take in late modern (hyper)digital societies and the strategies through which they profess their mantras.
