El último gran fenómeno en el mundo editorial son los libros de autoayuda, self-improvement y coaching personal. En las librerías son los grandes ganchos publicitarios y las ventas exceden la de cualquier otro género. Han relegado a la literatura a un espacio aún más marginal.
La búsqueda de bienestar es algo natural en el ser humano, sea el bienestar hedónico (la búsqueda del placer sensorial y el evitar el sufrimiento) o el placer eudaimónico (la auto-realización espiritual) por lo que tenemos un mercado de libros de autoayuda que explotan esa meta que todos tenemos.
Pero ¿Cuáles son los problemas de los libros de autoayuda? ¿realmente funcionan?
1. Manuales genéricos
Uno de los grandes problemas de los libros de auto-ayuda es que generalmente son obras que generalizan la experiencia humana, simplificándola y haciéndola muy básica. Todos los problemas y situaciones que vivimos como seres humanos tienen matices y es muy difícil que podamos encasillar nuestra experiencia junto con la de los otros. La muerte de un ser querido, por ejemplo, se vive muy distinto de una persona a otra por lo que un libro que hable del tema se va a quedar corto porque no toma en cuenta las particularidades, circunstancias de vida o matices de tu personalidad a la hora de tratar de salir adelante.
2. Casos de éxito
La mayoría de libros de auto-ayuda habla de casos de éxito muy específicos-generalmente el autor- sin tomar en cuenta que hay otros casos similares que no tuvieron los mismos resultados. El des-complejizar la vida es un error porque puede generar frustración en los lectores de los libros de auto-ayuda. No existen fórmulas para ser exitoso, ganar más dinero, ser mejor persona, etcétera.
3. Pensamiento mágico
En la avalancha de nuevos títulos de libros de este género, las editoriales han empezado a apostar por obras que bordean el pensamiento esotérico, mágico, irracional sin sustentabilidad científica ni en la realidad. Muchos de los libros (como El secreto) abogan por un pensamiento mágico que invita más a la inacción que a otra cosa. “Si realmente lo deseas el universo conspirará a tu favor”, rezan también las obras de autores como Paulo Coelho.
4. Hiper-individualidad
Otro de los grandes problemas de los libros de auto-ayuda es que apelan a una lógica hiper-individualista: según estas obras, todo se puede lograr si uno realmente lo quiere ignorando la realidad material de la sociedad, las estructuras jerárquicas, las limitaciones económicas, políticas, religiosas y hasta ideológicas. Los libros de este género se nutren del egoísmo y egocentrismo de sus lectores y dejan de lado la conciencia social y comunitaria que debe existir en todo miembro de una sociedad.
5. La disciplina del lector
Finalmente, diversos académicos que han investigado el tema señalan que las personas que consumen libros de self-improvement tienen poca voluntad para llevar a cabo los consejos/guía de los libros que consumen debido a que las dinámicas sociales han cambiado y nuestros objetivos van cambiando de forma impulsiva y acelerada por lo que si una semana queremos comer bien, a la otra queremos saber cómo ganar más dinero y así sucesivamente. En realidad, señalan los académicos, los libros de autoayuda funcionan como placebos para hacer creer que estamos mejorando.
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