ABSTRACT
This article presents a critical reflection on individualization in neoliberal capitalism. Individualism has been the badge of neoliberal capitalism using psychology as a tool to individualize anything, from the neurological to the personality of a subject. In this context, the subject, in his subjectivity, is characterized by an individualism marked by an immediate consumerist enjoyment. As a result, it has obtained a subject in a neutral place governed by indifference for everything that affects the other. The biggest concern addressed in this article about individualism is that the subject is self-excluding himself from every social and historical plot, and social bonds become suspicious. However, psychoanalysis brings a counterproposal where the subject must be an act of resistance and subversion against the individual where love represents a possibility for the subject to establish social bonds.
