Abstract

HUMERES, Mónica. "Gane usted y ayude a la Teletón": Neoliberal Management of Social Well-being. Convergencia [online]. 2019, vol.26, n.81, 08. ISSN 2448-5799.  https://doi.org/10.29101/crcs.v26i81.11641.

This article argues that neoliberalism must also be understood from its impact on the cultural sphere, and thus it shows how governmentality functions in Chile by analyzing the case of a television program. Specifically, using a “thematic narrative analysis” and various archival sources from 1978 to the present, I examine transformations in the Chilean Teletón over time. The results are clustered into three ‘moments’ that I label sensitization, identification and action, which link a social problem with a specific way of feeling and acting. In this way, it demonstrates how the management of both individual and collective well-being is promoted through the neoliberal organization of society. Finally, the conclusions state that to this day the mediation and pedagogical role of television cannot be dismissed.

Keywords : governmentality; well-being; neoliberalism; television; Telethon.

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