The purpose of this work is to reflect on the effects that the dynamics of capital present to forms of social relationship, such as love. It is argued that, through the market and the consumption of goods and services, processes of socialization and subjectivity are deployed, which affect the constitution of the subjects and inhibit the natural movement – to attract or to invite – that presents love as a social phenomenon and emotional bond between men. This, at the support of the political-institutional, which States and their governments make to the market economy, and in particular, to the connection between spaces, subjectivities, and goods. A question that ends up fostering isolated and fearful individualities, within a set of power relations, production, and social structure, which are developed by capitalism itself as a form of politicaleconomic rationality.