“Seja você mesmo”: breves notas para uma arqueogenealogia dos novos modos de governo e subjetivação do ​homo psycologicus.

Abstract

This paper objective to discuss about the new modes of government and subjectivation of homo psycologicus through the archaeogeneal perspective, analyzing how the statement "be yourself has appeared as an imperative of an existence taken as a venture to be managed. For this, the surfaces are analyzed in which this statement has emerged to deal with its profusion and regularity from the discursive alliances that enable it. Social networks, advertising pieces and career counseling sites conveyed as privileged spaces to analyze how this statement appears. Note that the statement "be yourself is popularized initially for opposing discursive practices linked to a presumed inauthenticity and standardization of the ways of life related to consumer society and standards of beauty and conduct. However, analyzing the ways in which it appears today, it is feasible to look at how this statement was captured by the neoliberal subjectivation modes, accomplishing this statement appear as an exponent of a neoliberal governmentality that encourages subjects to act according to their own interests and fabricate themselves to meet the imperatives of freedom, responsibility and competitiveness proper to neoliberalism. Compounding the set of rules that allowed this to become a veritable statement, we also deal with the Christian direction that instituted the way man was bound to tell the truth about himself as a specific form of obedience. Finally, we also discussed how the psi vocabulary could function as a gadget for the lucrative market for "self-management techniques available today.