The neoliberal nature of the process of modernization and the installation of a consumer society model has involved a change in social norms of social ties from a mutual solidarity to an altruist notion of solidarity. Also, it has introduced changes in the subjectivity. In this context it is relevant to investigate the relationship between this new norm of solidarity and forms of subjectivity involved. A discourse analysis was conducted from a model of critical psychology proposed by Parker (1990, 1992). We analyzed twelve pieces of aid advertising or promoting solidarity, issued by for-profit institutions. In the results, we described the neoliberal solidarity and the types of solidarity actors that can be performed through consumption.
solidarity; subjectivity; marketing; neoliberalism
