Abstract
In this paper, I analyze what is conventionally called as “therapy culture”, defined by authors like Frank Furedi and Nikolas Rose as a dissemination of an imaginary that puts the emotion and the subjectivity as fundamental elements to understand all sorts of aspects related to the human life. I problematize thus the arrival of such imagery in Brazil, using as central object the main embodiment of this phenomenon: the self-help literature, from Augusto Cury’s book Voce e insubstituivel (2002). Keywords: therapy culture, self-help, success, self-esteem, emotions.
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