How does the chilean society subject
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How does the chilean society subject

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Román, J. A. y Energici, M. A. (2008, junio) Subject and solidarity in neoliberalism: an analysis of Chilean ads. Subjectivity International Conference. Cardiff, Inglaterra

Román, J. A. y Energici, M. A. (2008, junio) Subject and solidarity in neoliberalism: an analysis of Chilean ads. Subjectivity International Conference. Cardiff, Inglaterra

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How does the chilean society subject How does the chilean society subject Presentation Transcript

  • How does the Chilean society subject? Neoliberalism, solidarity and subject in consumption societies José Antonio Román - Alejandra Energici Universidad Alberto Hurtado, Chile Cardiff, 27-30 Juny
  • Antecedents • The neoliberalism installation in our society: military dictatorship. • The following governments: in the after years a cultural transformation occur so neoliberalism and its market society “worked” in the Chilean society. • Among others, we are interested in two consequences: – The change in the norm of the social bond: from mutualism to altruism. – Changes in the forms of subjectivation.
  • The research • Sample: 12 Solidarity adds issued by private companies. • Analysis: the Analysis of Discourse model developed by Ian Parker (1990, 1992) and the subjectivation dimensions proposed by Nikolas Rose (1998,1999) Discourse Solidarity add Market solidarity technology Subject
  • Market solidarity • Solidarity is solved following a market model: in the concurrence of complementary interests Private Companies Intereses Benefited peopleConsumers Foundation
  • Logo of Falabella store Logo of a foundation that helps children in social risk
  • Solidarity à la carte : the altruistc consumer
  • The subjects in the market solidarity Companies Foundations Helped people Consumers
  • Altruistic consumer: subject-object The consumer is symbolically constituted as a variety of solidarity subjects and represents many life styles, according to the product or service that consumes.
  • Neoliberal Solidarity in the Consumption Society • Altruistic Solidarity • Market Solidarity: • Capitalization of the altruistic discourses • Hegemony of the neoliberal discourse Business Fashion Consumption Neoliberal Discourse Market Society