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This article aims to identify how the discourse of health risk is built into Bem Estar television show (TV Globo). For this purpose, television is presented as “an analytic of government”, that is, as a resource for acquiring and coordinating techniques to manage different aspects of the viewer’s life. The study that also shows how the pastoral power acts in the contemporaneity bases on the concepts of governmentality and cultural technology. The methodology used was one that approaches the forms of address and it is concluded that one of the forms of insertion of the discourse in the Bem Estar is the instructional one: it permeates the whole program and can awaken in some viewers the desire and pleasure to learn as evidenced by Aprendi com o Bem Estar.

Saúde na televisão e a modernização do poder pastoral