We start with the assumption that subjectivity is inbedded in the social, including the ways of organizing the daily experiences, the singular forms of acting, thinking and feeling. Nowadays, the notion of subjectivity moves out from the Modern inheritance, which understood it as equivalent to the notion of self-reflective subject within the cartesean frames. Subjectivity isn t reduced to the coincidence with itself - the principle of identity - and shouldn t be misconceptualized as the interior accessibility of reflective action. Subjectivity is beyond the I , the individuality and the self. In this article is discussed the modes of subjectivity productiontaking into consideration the crisis which undertake capitalist societies like Brazil. The discussion is funded in the hypotheses that these societies tend to block the processes of individuation and propagate processes of individualization in series. Human beings by feeling threatened in the singularities of their styles of living, end up organizing their experiences according to the universal patterns that manufacture individualities which are manipulated in series. These patterns are conveyed as emblems through media channels. The notion of subjectivity is discussed as ethos, and the notion of narrative experience in the terms of Walter Benjamin, articulating psychotherapeutic and psychoanalytic settings, as spaces offered by the XXth century civilization, where it may be tried to rescue the possibility of singularization and historicity of subjectivities.