Beyond Order sees Peterson largely occupying the therapist, father figure, and spiritual leader roles, but he is now also what Lewis Coser once called a "celebrity intellectual." Peterson begins The polarization of the Trump years during which his rise took place, and the combination of these roles which are in fundamental tension with each other, created his fame, and almost destroyed him both as a human being and an academic. Peterson is simultaneously a political provocateur, academic researcher, and media entrepreneur, as well as a therapist, father figure, and spiritual leader (Jean-Pierre and McLaughlin, 2021, McLaughlin, 2021). Canadian sociologist Johanne Jean-Pierre and I argue (in an unpublished paper) that Peterson's fame must be understood as flowing from the six different roles he plays in our intellectual life. As a result, virtually everyone now has an opinion about Jordan Peterson. Fame then spun out of his appearances on the Joe Rogan podcast, the publicity created by him being deplatformed at numerous universitiesincluding my own McMaster University-some obviously biased media interviews, an effective social media strategy, a unique speaking presence and a 160-date world tour to promote his blockbuster self-help book, 12 Rules for Life (2018). Once a reasonably well-published and popular teacher at the University of Toronto, Peterson achieved worldwide fame in 2016-2017 in the wake of controversies swirling around three YouTube videos he posted against "Political Correctness" in the fall of 2016.
Peterson is a phenomenon, no longer just an author, making his book hard to classify Beyond Order: 12 More Rules for Life is neither an academic work nor a traditional self-help publication. Responsibly reviewing Jordan Peterson's new book requires a sophisticated sociological framework.
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