From some series of the so-called “third golden age of television” and some considerations regarding pornography, this paper tries to locate returns of what is described by Lacan as the rejection of castration inherent to the capitalist discourse. Taking the Lacanian psychoanalytic theory   as main reference, the different elaborations in this paper propose to question some edges of contemporary subjectivity —with a presence in mass culture— from the notion of love proposed by Lacan in the framework of the construction of the four discourses and in his seminar Encore. The updating of psychoanalytic categories and concepts in light of cultural forms of mass dissemination allows the authors to reflect on the changes of the analyst position imposed by the current social bond context and the possibility of the bond that motivates a cure.