This article aims to analyse the governmental rationalities that took passions as an object in the French seventeenth century, unleashing the modern transformation in emotional power. The classical question of the intertwining between emotions and rationality is approached through a cultural and historical perspective, analyzing historically situated discourses that define political rationalities that propose to govern, with specific techniques and objectives, certain “emotions”’ that are conceived in a certain way. Passions emerged as an object of government through the statement that (...) passions and not inactive reason were the true drivers of human action. Analyzing the treatises on the government of passions as “arts of government” aimed at the authorities of the period, this article explores initially how Neostoic discourses promoted an exchange between Augustinian government of the will and reason of state’s strategies of manipulation of interests. Subsequently, by scrutinizing the texts of French moralists of the second half of the century, this article shows how, under the influence of Jansenism, they invert Neostoic logic and affirm a new emotional rule for political government: enlightened self-love. The idea that the commerce of selfish passions in the market could promote social peace and material progress cleared the path for the acceptance of a concupiscent order. The article’s contribution resides firstly in the history of the shift in the West’s fundamental emotional rule, love, and secondly in the way in which emotional power could work as a condition of possibility for the emergence of modern economic rationality. (shrink)