This article explores how textual analysis can help us understand subjectivity as an empirical, rather than purely theoretical, phenomenon. The texts discussed here are advice columns in adolescent magazines; the analysis takes as its starting point girls’ accounts of magazine reading. Drawing on focus group discussions and interviews with 48 girls between the ages of 13 and 17 years, I explore how the accomplishment of ‘individuality’– as a culturally and historically-specific task of adolescence – is mediated by advice texts. Because (...) my analysis directs us to the existence of embodied subjects, I employ the notion of ‘Subject-ivity’. As a concept, ‘Subject-ivity’ reminds the analyst of the presence of an embodied, rather than theoretically constructed Self, brought into existence as a practical mode of consciousness. It thus provides a potential bridge between the sociological world of social subjects and highly theoretical work on subjectivity. (shrink)