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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

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How does the chilean society subject

  • 1. 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
  • 2. 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.
  • 3. 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
  • 4. Market solidarity • Solidarity is solved following a market model: in the concurrence of complementary interests Private Companies Intereses Benefited peopleConsumers Foundation
  • 5. Logo of Falabella store Logo of a foundation that helps children in social risk
  • 6. Solidarity à la carte : the altruistc consumer
  • 7. The subjects in the market solidarity Companies Foundations Helped people Consumers
  • 8. 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.
  • 9. 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