Emilio Mira y López (1896-1964) played a crucial role in the institutionalization and professionalization of psychology in Brazil. Between the 1940s and 1960s, Mira y López actively promoted psychological knowledge and practice and increased its visibility as an emerging professional field in Brazil, particularly amid the country's ongoing modernization, industrialization, and urbanization. He also moved within political, business, and academic elite circles, delivering courses and lectures. Additionally, he was frequently invited by the media as a psychological expert to comment on current affairs and political news. An analysis of archival records of Clio-Psyché Laboratory (UERJ, Rio de Janeiro, Brazil) identified a weekly column written by Mira y López in the Folha de São Paulo newspaper. This column comprised 173 articles published between September 1960 and February 1964, the year of his passing. The reading and analysis of the articles (using Discourse Analysis as a theoretical-methodological framework) led to a thematic classification, highlighting four primary topics: Counseling (n=46), Vocational Guidance (n=30), Psychopathology (n=26), and Family Relations (n=16), among others. Mira y López's professional trajectory demonstrates a commitment to disseminating and popularizing psychology as a science with practical applications across various aspects of human life—not only in the fields of work, education, and healthcare institutions but also in everyday life. His work engaged both micro-level concerns (such as family relationships and personal life) and macro-level discussions (such as national and international political conflicts). Additionally, the growing demand for psychological counseling, literature, and services—particularly among Brazil's urban middle class—suggests that psychology was not only developing as an institution but was also gaining societal relevance. As this research progresses, further investigation will focus on the role of psychological discourse in shaping the regulation and professionalization of psychology in Brazil during this period.