The aim of this paper is to theoretically reconsider some of the features of contemporary individualisation in order to be able to raise questions about possible social pathologies which cannot be sufficiently understood with the aid of existing conceptualisations of individualisation. Hence, this paper explores structural and normative aspects of individualisation and how they unfold under conditions of contemporary network capitalism. My argument is that individualisation becomes an ideological and ambiguous process of liberation. While it comprises liberating aspects, it also starts to serve as a means for systemic coordination and reproduction. Individualisation thus can be redefined as structurally enabled but also as normative individualisation, while the pathologies can be captured as organised individualisation.