This article makes a critical analysis of the conditions of the subjective production offered by self-help literature in the end of XX century. We propose six categories in order to demonstrate the identitary ideals propagated in the texts, as they antagonize sexes, we allocate them according to what is supposed to be its essence, social papers and values. Supported in Lasch's and Giddens' studies, we realize that this essential feminine identity, reiterates women's subjugation in western society. Following Guattari and Rolnik's clues, we propose a conception of subjectivity that precides identity and individual essence or gender formations, as an upgrading of affection and desire forces.
self-help literature; female identity; subjectivity