Resumo

ALVES, Moisés José Melo  e  COSTA, Luis Artur. Storm in the open sea of the market: self-help, crisis and entrepreneurship as technologies of the self. Rev. psicol. polít. [online]. 2025, vol.25, e23053.  Epub 02-Fev-2026. ISSN 2175-1390.  https://doi.org/10.5935/2175-1390.v25e23053.

The article presents the modulations of neoliberal governmentality’s social capital-building strategies by the crisis of the present and the self-entrepreneurship, presenting self-help and its production of psychological knowledge as examples of these (neo)liberal devices for guiding subjects through the modulation of affects, thoughts, feelings, and emotions, creating a double bind between crisis and the prescription of directions. Aiming to increase performance, prevent suffering, and promote well-being, this literature individualizes the social through a meritocratic psychologization of the imperatives of competition and success. Self-help is an example of (neo)liberal practices that enhance individual competencies for governing oneself and others by the immaterial logics of body control.

Palavras-chave : Governmentality; Self Entrepreneurship; Self-help; Social Psychology.

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