<b>Discourses of self-help books and subjectivities prêts-à-porter
Abstract
Certain modifications of social bonds are related to the reformulation of the social structure by the Market and the current logic based on consumption, as well as the valuations of some kinds of knowledge (especially the scientific one) over others. This article aims to address those changes in the social bond, which in turn lead to new symptoms and types of malaises nowadays, through the discursive analysis of titles of self-help books. When formulating promises of completeness (related to capitalist and scientific discourses), this universalizing logic of success feeds on its own failures by replacing, each time that it is formulated, the impossible by necessity.
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