Sucessos que não ocorrem por acaso : literaturas de auto-ajuda

AUTOR(ES)
DATA DE PUBLICAÇÃO

2001

RESUMO

In the nineties, brazilian book trade explores non-fiction books known as self-help books. Publishers strategy concentrates on small markets, therefore consolidating this kind of book. Publishers interference, under the business rationality, obeyed the requirements of the modero market of simbolic goods and led brazilian book trade to a new level. The key word to this new cultural producer could be book manager. Self-help literature does not come from recent cultural industry: self-help manuals are tradicional books. Historically this kind of literature embodies the changing directions of society. On its origin, we have found emphasis on character traits and references to a moral universe under religious directions. At that time, self-help literature belonged to a social context with expanding economic boundaries. The organizational and bureaucratic society and its experts in social relations produce a self-help literature that prescribes institutional conformity. Author Dale Carnegie represents the personality ethics and emphasizes outer traits of individuals in order to make them changeable in the personality market. In the seventies - the "me decade" age- self-help literature changes the concept of self-fulfil1ment. Individuals were supposed to fight against institution. Key words could be self-expression and self-gratification. Self-help literature mediates the constitution of subjectivity under the reflexivity of modernity in Giddens concept. Brasilian authors Shinyashiki and Lauro Trevisan, chosen as corpus, illustrate some aspects above

ASSUNTO(S)

sociologia cultura de massa best sellers comunicação de massa e cultura

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