LA DIFUSIÓN DEL LENGUAJE TERAPÉUTICO A TRAVÉS DE LA LITERATURA GERENCIAL Y DE AUTOAYUDA

Abstract

The "new spirit of capitalism" society is characterized by the profusion of therapeutic language in the population, a type of language that responds to the individual malaise caused by postmodernism and fierce capitalism. In this context, values such as autonomy, success, creativity and empowerment lose their social transformation power and become disciplinary tools at the service of the neoliberal system. In this article, we address two tools that we believe disseminate this type of language: popular management literature, which addresses the managerial class, and self-help literature, which addresses the general public. We argue that both types of literature are characterized by a strong disciplinary component which places at stake the same discursive logics and values to seek the commodification of individuals' capacities.