SUBJECTIVITY UNDER CONSUMERISM: THE TOTALIZATION OF THE SUBJECT AS A COMMODITY
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Psicologia & Sociedade (Online) |
Texto Completo: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0102-71822016000200207 |
Resumo: | Abstract 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. |
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SUBJECTIVITY UNDER CONSUMERISM: THE TOTALIZATION OF THE SUBJECT AS A COMMODITYsubjectivityconsumptionconsumerismsocial imaginarycommodificationAbstract 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.Associação Brasileira de Psicologia Social2016-08-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S0102-71822016000200207Psicologia & Sociedade v.28 n.2 2016reponame:Psicologia & Sociedade (Online)instname:Associação Brasileira de Psicologia Social (ABRAPSO)instacron:ABRAPSO10.1590/1807-03102016v28n2p207info:eu-repo/semantics/openAccessXavier,Marloneng2016-06-08T00:00:00Zoai:scielo:S0102-71822016000200207Revistahttps://www.scielo.br/j/psoc/https://old.scielo.br/oai/scielo-oai.phprevistapsisoc@gmail.com1807-03100102-7182opendoar:2016-06-08T00:00Psicologia & Sociedade (Online) - Associação Brasileira de Psicologia Social (ABRAPSO)false |
dc.title.none.fl_str_mv |
SUBJECTIVITY UNDER CONSUMERISM: THE TOTALIZATION OF THE SUBJECT AS A COMMODITY |
title |
SUBJECTIVITY UNDER CONSUMERISM: THE TOTALIZATION OF THE SUBJECT AS A COMMODITY |
spellingShingle |
SUBJECTIVITY UNDER CONSUMERISM: THE TOTALIZATION OF THE SUBJECT AS A COMMODITY Xavier,Marlon subjectivity consumption consumerism social imaginary commodification |
title_short |
SUBJECTIVITY UNDER CONSUMERISM: THE TOTALIZATION OF THE SUBJECT AS A COMMODITY |
title_full |
SUBJECTIVITY UNDER CONSUMERISM: THE TOTALIZATION OF THE SUBJECT AS A COMMODITY |
title_fullStr |
SUBJECTIVITY UNDER CONSUMERISM: THE TOTALIZATION OF THE SUBJECT AS A COMMODITY |
title_full_unstemmed |
SUBJECTIVITY UNDER CONSUMERISM: THE TOTALIZATION OF THE SUBJECT AS A COMMODITY |
title_sort |
SUBJECTIVITY UNDER CONSUMERISM: THE TOTALIZATION OF THE SUBJECT AS A COMMODITY |
author |
Xavier,Marlon |
author_facet |
Xavier,Marlon |
author_role |
author |
dc.contributor.author.fl_str_mv |
Xavier,Marlon |
dc.subject.por.fl_str_mv |
subjectivity consumption consumerism social imaginary commodification |
topic |
subjectivity consumption consumerism social imaginary commodification |
description |
Abstract 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. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-08-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0102-71822016000200207 |
url |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0102-71822016000200207 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
10.1590/1807-03102016v28n2p207 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
Associação Brasileira de Psicologia Social |
publisher.none.fl_str_mv |
Associação Brasileira de Psicologia Social |
dc.source.none.fl_str_mv |
Psicologia & Sociedade v.28 n.2 2016 reponame:Psicologia & Sociedade (Online) instname:Associação Brasileira de Psicologia Social (ABRAPSO) instacron:ABRAPSO |
instname_str |
Associação Brasileira de Psicologia Social (ABRAPSO) |
instacron_str |
ABRAPSO |
institution |
ABRAPSO |
reponame_str |
Psicologia & Sociedade (Online) |
collection |
Psicologia & Sociedade (Online) |
repository.name.fl_str_mv |
Psicologia & Sociedade (Online) - Associação Brasileira de Psicologia Social (ABRAPSO) |
repository.mail.fl_str_mv |
revistapsisoc@gmail.com |
_version_ |
1754212534939811840 |