Storm in the open sea of the market: self-help, crisis and entrepreneurship as technologies of the Self

Authors

  • Moisés José Melo Alves Anhanguera Kroton Pelotas
  • Luis Artur Costa Universidade Federal do Rio Grande do Sul

Abstract

The article presents the modulations of social capital development strategies of neoliberal’s governmentality due to the crisis of the present and the self-entrepreneurship. Through the critical analysis of some copies of the self-help genre and its production of psychological knowledge, it was possible to delimit this theoretical framework as a device for the conduct of subjects from the modulation of affections, thoughts, feelings and emotions in order to produce a double bind between crisis and the prescription of paths. Aiming at increasing performance, preventing suffering and promoting well-being, this literature individualizes the social from a meritocratic psychologization of the imperatives of competition and success. Self-help is incorporated into the network of incrementing individual competences for governing oneself and others by the immaterial logics of controlling bodies.

Author Biography

  • Luis Artur Costa, Universidade Federal do Rio Grande do Sul

    Professor adjunto do Departamento de Psicologia Social e Institucional e do PPG em Psicologia Social e Institucional do Instituto de Psicologia da Universidade Federal do Rio Grande do Sul. Colaborador dos grupos de pesquisa e extensão NUCOGS, Ocupas, NuTAL, Biblioteca Viva.

Published

2026-05-12

Issue

Vol. 25 No. SN (2025): Regular

Section

Artigos

License

Copyright (c) 2026 Revista Psicologia Política

Creative Commons License

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