Resumo: A presente tese tem como objetivo central entender o crescente uso da filosofia para a construção, o amparo e a melhoria do self, através do consumo de produtos pertencentes ao que foi conceituado como filosofia selfie service. O trabalho teve como objetos específicos a The School of Life (TSOL), escola livre de filosofia para a vida cotidiana, fundada por Alain de Botton na Inglaterra e com sede no Brasil, além de algumas obras do filósofo inglês. Esta tese faz uma análise crítica das obras do Alain de Botton e do site da TSOL, bem como dos produtos oferecidos por essa escola, principalmente seu canal no YouTube e os produtos a venda na loja do site. A metodologia utilizada aqui foi a análise crítica das obras e do site, inspirada teoricamente em dois autores centrais com os quais esta tese dialoga: Anthony Giddens (1991) e John Thompson (2012), que fornecem elementos para a compreensão dos objetos desta tese no contexto da modernidade reflexiva e de suas implicações para o self. Ademais, pensa-se os objetos desta tese com base no conceito de high-pop trabalhado por Jim Collins (2002). Por fim, há também diálogo com a figura do "filósofo caseiro" conceituado por Theodor Adorno (2008). A proposta central foi compreender a forma como a filosofia se insere no contexto sociocultural atual, suas causas e implicações para o sujeito contemporâneo. O trabalho propõe quatro conceitos para a formação do self desde as sociedades tradicionais até a contemporaneidade: ready-made self, self-made self, self-help self e self-remediated self. Com base nisso, conclui que a filosofia selfie-service oferta saídas para as demandas dos selves modernos, de modo a remediar, mas nunca curar, o vazio de sentido desses selves, evidenciado nas selfies que invadem as redes sociais no mundo contemporâneo Ver menos

Abstract: This thesis had as central issue to understand the increasing use of philosophy to the construction, support and improvement of the self through the consumption of products belonging to what was regarded as selfie service philosophy. The work had as specific objects The School of Life (TSOL), free school of philosophy to everyday life, founded by Alain de Botton in England with a headquarter in Brazil, aside from a few works by the English philosopher. This thesis makes a critical analysis of the works from Alain de Botton and TSOL, as well as of the products offered by this school, mainly its YouTube channel and the products for sale available at the website. The methodology used here was a critical analysis of the works and the website theoretically inspired in two central authors with which this thesis dialogues: Anthony Giddens (1991) and John Thompson (2012) who provide elements for an understanding of the objects of this thesis in the context of the reflective subjectivity and its consequences to the self. Furthermore, the objects of this thesis are thought based on the of high- pop concept worked by Jim Collins (2002). Finally, there is also a dialogue with the image of the "homemade philosopher" known by Theodor Adorno (2008). The main proposal was to understand how philosophy fits into the current sociocultural context its causes and its implications for the contemporary subject. The work proposes four concepts to the formation of the self since traditional to the contemporary societies: ready-made self, self-made self, self-help self and self-remediated self. Based on that it can be concluded that the selfie-service philosophy offers exits to the demands of modern selves, in order to remedy, but never heal, the void of meaning of these selves, evidenced on selfies invading the social medias in the contemporary world Ver menos