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The article presents an analysis on the way in which during the last twenty years the promotion of a certain kind of solidarity in Chile has contributed to the formation of an advanced liberal governmentality, necessary for the installation of a neoliberal agenda. The reflection follows the theoretical contributions of Michel Foucault and focuses on the empirical analysis of ads that promote solidarity, issued in Chile between 2009 and 2010, in the context of the project FONDECYT 1090534. We present three types of results: (a) description of the social sectors that are Polis, Revista de la Universidad Bolivariana, Volumen 11, No 32, 2012, p. 377-398 Polis, Revista de la Universidad Bolivariana, Volumen 11, No 32, 2012 378 constructed as agents of solidarity, (b) analysis on the most promoted solidarity practices and (c) investigation on the way it adresses the people in order to raise their solidarity.

Solidaridad en la gubernamentalidad liberal avanzada: un análisis en piezas publicitarias