Subjectivity under consumerism: the totalization of the subject as a commodity
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| Format: | Artículo científico |
| Langue: | en |
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Associação Brasileira de Psicologia Social
2016
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| _version_ | 1876453879355277312 |
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| author | Marlon Xavier |
| author_facet | Marlon Xavier |
| contents | Subjectivity under consumerism: the totalization of the subject as a commodity Marlon Xavier Psicología consumption consumerism Subjectivity commodification social imaginary This theoretical work discusses consumerism’s processes of subjectivation and their psychological consequences. Its regime is studied through its social imaginary and its totalitarian character: the discourse of advertising, as a global hegemon, absorbs all forms of discourse and signification, thereby actualizing capitalism’s telos – the colonization of the lebenswelt under a great imperative: everything must become a commodity, especially the subject. A process of totalization of subjectivity occurs under a commodification logic centered on the representation: every image must be transformed into commodity-signs. Thus the consumption imaginary appears as a totalizing ideology, functioning as archaic représentations collectives (Durkheim) and simulating a religious imaginary. It mass-produces subjectivity through participation mystique (Lévy-Bruhl) with its commodity-signs (and their fetish) and the whole imaginary. Its subject is defined as a bricolage of consumable commodity-signs, being therefore eternally fluid, performative, and ethereal. Thus it produces an anthropological mutation, the commodity-subject: a disposable, empty, thoroughly commodified self. 2016 artículo científico 0102-7182 https://www.redalyc.org/articulo.oa?id=309346236002 en http://www.redalyc.org/revista.oa?id=3093 Psicologia & Sociedade application/pdf Associação Brasileira de Psicologia Social Psicologia & Sociedade (Brasil) Num.2 Vol.28 |
| format | Artículo científico |
| id | redalyc_309346236002 |
| institution | Redalyc |
| language | en |
| publishDate | 2016 |
| publisher | Associação Brasileira de Psicologia Social |
| spellingShingle | Subjectivity under consumerism: the totalization of the subject as a commodity Marlon Xavier Psicología consumption consumerism Subjectivity commodification social imaginary Subjectivity under consumerism: the totalization of the subject as a commodity Marlon Xavier Psicología consumption consumerism Subjectivity commodification social imaginary This theoretical work discusses consumerism’s processes of subjectivation and their psychological consequences. Its regime is studied through its social imaginary and its totalitarian character: the discourse of advertising, as a global hegemon, absorbs all forms of discourse and signification, thereby actualizing capitalism’s telos – the colonization of the lebenswelt under a great imperative: everything must become a commodity, especially the subject. A process of totalization of subjectivity occurs under a commodification logic centered on the representation: every image must be transformed into commodity-signs. Thus the consumption imaginary appears as a totalizing ideology, functioning as archaic représentations collectives (Durkheim) and simulating a religious imaginary. It mass-produces subjectivity through participation mystique (Lévy-Bruhl) with its commodity-signs (and their fetish) and the whole imaginary. Its subject is defined as a bricolage of consumable commodity-signs, being therefore eternally fluid, performative, and ethereal. Thus it produces an anthropological mutation, the commodity-subject: a disposable, empty, thoroughly commodified self. 2016 artículo científico 0102-7182 https://www.redalyc.org/articulo.oa?id=309346236002 en http://www.redalyc.org/revista.oa?id=3093 Psicologia & Sociedade application/pdf Associação Brasileira de Psicologia Social Psicologia & Sociedade (Brasil) Num.2 Vol.28 |
| title | Subjectivity under consumerism: the totalization of the subject as a commodity |
| topic | Psicología consumption consumerism Subjectivity commodification social imaginary |
| url | https://www.redalyc.org/articulo.oa?id=309346236002 |