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.
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