r e s u M e n El presente artículo indaga por las formas en que distintas identidades sexogenéricas no normativas -especialmente en el contexto mediático-entran en relación con una racionalidad neoliberal de gobierno de la subjetividad y la conducta. De manera particular, propone mostrar la consonancia entre determinadas formas de construcción mediática de estas identidades y la noción del sujeto como 'empresario de sí', presente en los discursos psicológicos contemporáneos. Para mostrar esta relación, se analiza el caso de un reportaje de prensa titulado "Las nuevas categorías sexuales", utilizando herramientas del análisis del discurso desde una perspectiva pragmática y foucaultiana. Finalmente, se advierten algunas tensiones y dilemas que existen en los proyectos políticos de resistencia y disidencia sexogenérica en el contexto neoliberal contemporáneo. a b s t r a c tIn this paper I discuss the way in which specific non-normative sex/gender identities -especially in media context-can be connected to a form of neoliberal governmentality acting upon the subjectivity and behavior of individuals. The particular aim is to examine the relationship between specific media constructions of sex/gender identities and the notion of the subject as a "entrepreneur of the self" present in contemporary psychological discourse. To show this relation, a case consisting on a report published in a pop magazine titled "The new sexual categories" is analyzed. Analysis is conducted using discourse analysis from a pragmatic and foucauldian perspectives. Finally, I show some tensions and dilemmas faced by sex/ gender political projects of resistance in contemporary neoliberal context.
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