Livros de autoajuda : uma análise da narrativa ideológica

Abstract

The objective of this academic master's dissertation is to reflect on the phenomenon of consumerism of self-help books, whose ideology collaborates for the alienation and the objectification of conscience. The significant market growth of the book of self-help in the contemporary world justifies the importance of this analysis in the human sciences, which in our understanding derives from several factors. We emphasize, for the reader's incantation / consumption, the use of advertising that combines financial and technological resources with small groups that control editorial production. These groups usually write, publish and market self-help works, without concern for coherence, seek fundamentally to ensure profit and therefore give priority to literary-illusionist works aimed at manipulation, in the sense of deceiving the individual and manipulating more inconsistent of its function in the system. Positivist narratives of self-help books, especially as maintenance of social order, through individualism speech and based on the inversion of social reality, argue in favor of the preparation of false consciousness, especially when it is proposed as a way to become rich from the elaboration of ideas and not of the objective conditions of existence in capitalist society.