Adored guru and reviled provocateur, he dropped out of sight. Now the irresistible ordeal of modern cultural celebrity has brought him back.
This article was published online on March 2, 2021.
One day in early 2020, Jordan B. Peterson rose from the dead. The Canadian academic, then 57, had been placed in a nine-day coma by doctors in a Russian clinic, after becoming addicted to benzodiazepines, a class of drug that includes Xanax and Valium. The coma kept him unconscious as his body went through the terrible effects of withdrawal; he awoke strapped to the bed, having tried to rip out the catheters in his arms and leave the intensive-care unit.
When the story of his detox became public, in February 2020, it provided an answer to a mystery: Whatever happened to Jordan Peterson? In the three years before he disappeared from view in the summer of 2019, this formerly obscure psychology professor’s name had been a constant presence in op-ed columns, internet forums, and culture-war arguments. His book 12 Rules for Life: An Antidote to Chaos, published in 2018, sold millions of copies, and he had conducted a 160-city speaking tour, drawing crowds of up to 3,000 a night; premium tickets included the chance to be photographed with him. For $90, his website offered an online course to better understand your “unique personality.” An “official merchandise store” sold Peterson paraphernalia: mugs, stickers, posters, phone cases, tote bags. He had created an entirely new model of the public intellectual, halfway between Marcus Aurelius and Martha Stewart.