![]() ![]() This gives the Mexican self-help industry a distinctively hybrid character, as a variety of interpretations of self-improvement compete with each other for a readership. In Mexico, self-help publishing involves, first, the translation and sale of texts written elsewhere, often in the USA, Europe and other Latin American nations, and, second, the sale of books by Mexican authors. ![]() They therefore constitute a nexus through which the narratives of self and social relationships of academic psychology percolate into popular culture. Self-help books, my subject matter, are widely read in Mexico and at the international level. Here, I use an analysis of the Mexican self-help publishing industry to examine the roles which psychological narratives may play in constructing, bolstering or subverting neoliberal subjectivities. The roles which psychological discourses play in contemporary popular cultures in Latin America remain poorly understood. However, these debates have largely focused on the USA and Western Europe. Since the 1970s, academic debates have considered how psychological discourses may legitimize or challenge capitalist forms of social organization. ![]()
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