scholarly journals O Fetichismo da Mercadoria, a Subjetividade e a Educação: Análise do Filme O Tesouro de Sierra Madre

1969 ◽  
Author(s):  
Lucienne Dornelles
Keyword(s):  
Critical Theory ◽  
Culture Industry ◽  
Consumer Society ◽  
Social Forces ◽  
The People ◽  
Sierra Madre ◽  
Advertising Discourse ◽  
Subjectivity Analysis

RESUMOO artigo parte do pressuposto de que mesmo que as pessoas estejam saturadas do discurso publicitário e da propaganda e ainda que enxerguem que são manipuladas pelo mercado, mesmo assim elas não reagem a isso, pelo contrário, tendem a buscar afirmação e realização na satisfação do consumo. Diante disso, levanta-se a questão: De onde vem o encantamento do discurso capitalista que promete felicidade plena por meio do consumo? As respostas são buscadas por meio de uma análise da subjetividade contemporânea na sociedade do consumo, usando como objeto de pesquisa um clássico do cinema, O Tesouro de Sierra Madre. O estudo é embasado nos conceitos marxistas e da Teoria Crítica acerca do fetiche da mercadoria. O objetivo é sugerir que esse discurso funciona porque há, não só uma determinação externa exercida pelas forças econômicas, culturais e sociais, mediadas pela indústria cultural, mas há também uma determinação interna; ou seja uma dupla determinação. E nesse contexto, a educação tem importante papel na constituição do sujeito crítico e esclarecido.Palavras-chave: Subjetividade. Fetiche da mercadoria. Consumo. Educação. The fetishism of the merchandise, the Subjectivity analysis of the movie “The Treasure of the Sierra Madre” and Education:ABSTRACTThe article starts from the presupposition that even if the people are so saturated with the advertising discourse and even they can see that they are handled by the market, even so they do not react to it, on the contrary, they tend to seek affirmation and achievement in the satisfaction of consuming. Before that, one makes the question: where does the enchantment of capitalist discourse that promises full happiness by the consumption come from? The answers are sought by an analysis of the contemporary subjectivity in the consumer society. having as research objet a classic movie The Treasure of the Sierra Madre. The study is based on the Marxist and Critical Theory conceptsabout commodity fetish. The purpose is to suggest that this discourse works because there is not only an external determination exercised by the economic, cultural and social forces, mediated by the culture industry, but there is also an internal determination; there is a double determination. In this context, the education has an important function in the formation of the critical and clarified subject.Keywords: Subjectivity. Commodity fetish. Consumption. Education. El fetichismo de la mercancía, Educación y Subjetividad: La análisis de la película “El tesoro de Sierra Madre”RESUMENEl artículo parte del presupuesto de que las personas están saturadas del discurso publicitario y de la propaganda, aún que entrevean que son manejados por el mercado, todavía no reaccionan a ella, por el contrario, tienden a buscar la afirmación y plenitud en la satisfacción del consumo . Por lo tanto, surge la pregunta: ¿De dónde viene el hechizo del discurso capitalista que promete la felicidad a través del consumo? Las respuestas se buscan a través de un análisis de la subjetividad contemporánea en la sociedad de consumo, utilizando como sujeto de investigación un clásico del cine, El tesoro de la Sierra Madre. El estudio se basa en los conceptos marxistas y teoría crítica sobre el fetichismo de la mercancía. El objetivo es sugerir que este discurso funciona porque no hay sólo una determinación externa ejercida por las fuerzas económicas, culturales y sociales, mediadas por la industria de la cultura, pero también hay una determinación interna; es decir, dos determinaciones. Y en este contexto, la educación tiene un papel importante en la formación del sujeto crítico y aclarado.Palabras clave: Subjetividad. Fetichismo de la mercancía. Consumo. Educación.

Dichotomy of Consumerizm and Communitarism as a Method of Balance of Forces in Society

2020 ◽  
Vol 20 (1) ◽  
pp. 83-91
Author(s):  
Aleksey E. Shishkin
Keyword(s):  
Middle Ages ◽  
Domestic Politics ◽  
Death Sentence ◽  
Consumer Society ◽  
Domestic Industry ◽  
Cultural Traditions ◽  
The People ◽  
Food Programs ◽  
Balance Of Forces ◽  
New Community

Relevance. The market-imposed system of consumerism overstepped the boundaries of bifurcation and entered into “legitimate rights” to abolish the living traditional world, thereby disturbing the balance in society and thereby signed the death sentence to itself. The problem of research. Exploring the possibilities of social reloading from consumerism to communitarianism to restore the balance of power in society. Scientific novelty and research results. Our novelty of research lies in the application of scientific tools to analyze a possible reload. We used the complementarity principle of N. Bohr, the principle of spontaneous emergence of I. Prigogine, the principle of incompatibility L. Zade, the principle of managing uncertainties, the principle of ignorance of individual opinions and collective ideas, the principle of conformity, the principle of diversity of development of a complex system, the principle of unity and mutual transitions, the principle oscillatory (pulsating) evolution – showed instability in the management of society by mondialist-compradors and a possible countdown of the transition from the sensual age to the ideation nnuyu, and in our case – from consumerism to communitarianism. The main purpose of the work. From the apparent modern triumph of consumerism over communitarianism, we are not interested in a fact-problem, but in the idea of transforming reality that can stop the process of obscuration. Discussion and Conclusion. In the Middle Ages, during the construction of the project “Holy Russia”, communities were created according to the principle of “big”. Around the devotee of piety, voluntary monastic settlements were created, which grew into suburbs. Of these, the ascetic-hesychast stood out, who went into the forest and chopped down a new temple. To the righteous people flocked, yearning for a just life. This is how a new community was created. There was a new prayer book and then the big man blessed him to organize other settlements. The state should be interested in finding new forms of solutions for educational, economic, technical, cultural and food programs, therefore the initiative of communitarianists should not be punished, but supported. Today, foreign investors are becoming owners of not only factories, but even entire branches of domestic industry and are able to significantly influence domestic politics in our country. The growing number of immigrants as a destabilizing factor is becoming increasingly important. In such a situation, the fate of the country depends on the ability of the people to a new unification. It is necessary to unite on the basis of religious and cultural traditions on the principle of professional fraternities; if only there would be more centers of spiritual culture, but not by the principle of quantity, as is always the case with officials, but by the qualitative qualification of the “big man” as a center of creative and integrative power. From the foregoing, the idea of building ideational (communitarian) cohorts is born, which, through their ascetic life and creative work, should set a new vector for historical development (“salt”) consumer society.

scholarly journals Putting Faith in Vinyl, Real Ale, and Live Music: a Case Study Of the Limits of Tourism Policy and a Critical Analysis Of New Leisure Spaces in a Northern English Town

2020 ◽  
Vol 20 (2) ◽  
pp. 151-161
Author(s):  
Karl Spracklen ◽  
Dave Robinson
Keyword(s):  
Critical Theory ◽  
Critical Analysis ◽  
National Park ◽  
Local Economy ◽  
Consumer Society ◽  
Live Music ◽  
Tour De France ◽  
Tourism Policy ◽  
The 19Th Century

Skipton, on the edge of the Yorkshire Dales National Park, is an old mill town that has seen tourists flocking to it since the arrival of the railway in the 19th century. Like many other old mill towns in northern England, Skipton has lost those mills-as-factories and the workers in them—and has struggled to retain a sustainable local economy. At the same time, Skipton has become increasingly gentrified, and has become a focus for day visitors and tourists attracted by the beautiful countryside seen when Le Tour de France came through Yorkshire in 2014. In this article, we explore the area of Skipton, dubbed the Canal Quarter. We focus on the leisure spaces that have opened there as attempts to construct alternative, authentic experiences around the consumption of real ale, the performance of live music, and the curation of second-hand vinyl records. We have previously explored how these might be shown to be a space for Habermasian rationality. In this sequel, we use critical theory to show how the alternative, authentic space of vinyl, real ale, and live music has already been compromised by two conflicting hegemonic powers: the cooption of leisure into the economics of tourism and tourism policy, and the meaninglessness of cool capitalism and Bauman's consumer society.

The Negation of Abnegation

2018 ◽  
Vol 26 (1) ◽  
pp. 3-36 ◽  
Author(s):  
Ishay Landa
Keyword(s):  
Critical Theory ◽  
Consumer Society ◽  
Use Value ◽  
Revolutionary Change ◽  
The Masses

AbstractThis essay revisits Karl Marx’s understanding of consumption, in an effort to rescue it from the overshadowing legacy of critical theory which has construed Marx as inveighing against false needs. It is argued that Marx regarded the expansion of needs entailed by capitalism in a generally favourable way, but saw capitalism as a system yoking use-value to the imperatives of profit accumulation, hence limiting and subjugating the consumption of the masses. While Marx’s position was radically different from conventional anti-consumerism it is equally incompatible with complacent affirmations of ‘the consumer society’ in that Marx at all times aimed at a revolutionary change which will transform consumption both quantitatively and qualitatively. Marx’s views are first discussed as expressed in the perennially-cited text, the 1844Economic and Philosophical Manuscripts. The second part moves on to examine the further evolution of Marx’s ideas as found in later texts, particularly theGrundrisse.

The People in History: Recent Trends in Japanese Historiography

1978 ◽  
Vol 38 (1) ◽  
pp. 25-50 ◽  
Author(s):  
Carol Gluck
Keyword(s):  
Social History ◽  
Point Of View ◽  
Historical Change ◽  
Social Forces ◽  
Indigenous Methodology ◽  
The People ◽  
Political Events ◽  
Recent Trends ◽  
The 1960S ◽  
Modern Experience

AbstractIn the 1960s a group of Japanese historians responded to the contemporary bureaucratic superstate by embarking on a search for a popular past. They began to reexamine Japan's modern experience from the point of view of the people, not the elite, and with special emphasis not on political events but on social forces and attitudes. They rejected Marxism and modernization theory as alien and limiting and sought instead an indigenous methodology that might better fit the Japanese case because it was derived from it. By choosing topics that suggested the importance of popular energies in the development of modern Japan, they endeavored to enlarge the canvas of social history by bringing the people into it as significant subjects of historical change. Their scholarly efforts have drawn the attention of Japanese within and without academic circles and, as this introductory critical essay suggests, may usefully draw that of Western readers as well.

scholarly journals The Real of the Virtual: Critical Reflections on Web 2.0

2014 ◽  
Vol 12 (1) ◽  
pp. 405-412
Author(s):  
Christos Boikos ◽  
Konstantinos Moutsoulas ◽  
Charalambos Tsekeris
Keyword(s):  
Critical Theory ◽  
New Media ◽  
Web 2.0 ◽  
Digital Culture ◽  
The Internet ◽  
Virtual Communication ◽  
The Real ◽  
The People ◽  
Critical Media ◽  
The Arab Spring

Social media, as the heart of Web 2.0, is a relatively novel theoretical notion and social phenomenon, pertaining to a long series of academic subjects, such as digital culture, virtual communication, e-democracy, technological convergence, and online interactivity. Arguably, one of the most useful tools to adequately interpret and analyze this phenomenon is Critical Theory. The present article aims to comprehensively discuss and reflexively elaborate on the complex interrelationship between Critical Theory and Web 2.0 developments. This mainly involves the historicization of the relevant concepts and the identification of crucial sociological, philosophical and interdisciplinary issues that strongly demonstrate the essential ontological complicity between the real and the virtual. In addition, the analytical emphasis on recent social movements, such as the Arab Spring, reflexively depicts the new media as critical media, a characteristic feature that somehow stands in contrast to the participation of the internet in the circulation and accumulation of the Capital. Through contemporary Web’s inherent paradoxes, it is eventually shown that the social potential of the new media can indeed be realised, so that the internet serves the people and the public good.

scholarly journals Postmigration. Mod et nyt kritisk perspektiv på migration og kultur

2016 ◽  
Vol 44 (122) ◽  
pp. 181-200
Author(s):  
Anne Ring Petersen ◽  
Moritz Schramm
Keyword(s):  
Critical Theory ◽  
Identity Formation ◽  
Cultural Theory ◽  
Cultural Analysis ◽  
Culture Industry ◽  
Cultural Critique ◽  
Critical Approach ◽  
Normative Concepts ◽  
The Subject ◽  
Transformative Impact

The classical canon of ‘critical theory’ – the early Frankfurt School, Marxist and post-Marxist theories – has lead to a tradition of understanding cultural critique solely as a subversive critique directed against Western confidence in progress, normative concepts of the subject and identity formation, the culture industry etc. In studies of migration and culture, this notion of critique has manifested itself as a preference for the so-called ‘spaces in-between’ and a general rejection of all identity and subject constructions. Our own work in this field has made it increasingly clear to us that critical cultural theory and analysis can also be severely hampered by the subversive approach. Today, critical practice must thus entail taking the next step: to develop and discuss alternatives that can open new perspectives. In this spirit, the article accounts for the idea of a postmigrant perspective that aims at overcoming the dichotomy between ‘majority’ and ‘minorities’, and which makes it possible to take a fresh, but still critical, approach to the transformative impact of migration on society. After unpacking the idea of the ‘postmigrant’, the article proceeds to reflect on how a critical cultural analysis that applies a postmigrant perspective can contribute to developing a deeper understanding of the mechanisms of recognition and structural discrimination, thereby revitalising two classical themes in critical theory: suppression and recognition.

scholarly journals “The Night of the AdEaters”: Pelevin and Baudrillard

2021 ◽  
pp. 1-9
Author(s):  
Tatiana Anatolievna Skoropad
Keyword(s):  
Comparative Method ◽  
Modern Society ◽  
Human Mind ◽  
Consumer Society ◽  
Specific Marker ◽  
Human Sciences ◽  
Systematic Analysis ◽  
The People ◽  
The Subject

The relevance of this work is substantiated by the fact that advertising as a special language of communication of modern society becomes the subject of research in different human sciences. Culturology, as complex field of humanities knowledge that encompasses sociocultural experience of the people reflected in traditions and norms, customs and laws, representations, assessments and actions, also studies various cultural phenomena. The author pursues the goal to interpret the phenomenon of popularity of advertising as a specific marker of consumer society. For achieving the set goal, analysis is conducted on the phenomenon of durability and popularity of the French show The Night of the AdEaters”. Research methodology is comprised of descriptive and systematic analysis of empirical facts in examining the role of advertising in postmodern society. Comparative method is used for drawing parallels between the works of J. Baudrillard and V. Pelevin from the perceptive of their criticism of consumer society. The author analyzes and characterizes modern consumer society, transformation of human values, and the important role allotted to advertising plays in this society. The conclusion is made that advertising becomes a part of everyday culture, impacts people’s life, contributes to formation of values system, mentality, worldview. In human mind, advertising transforms information into the image, and dictates the demands and interests, demonstrates ideals, helps formulating the goals.

scholarly journals Music of Survival: A Search for Identity in the Works of Richard Wright

2021 ◽  
Vol 9 (8) ◽  
pp. 1-8
Author(s):  
Shadan Jafri
Keyword(s):  
African American ◽  
American Literature ◽  
African American Literature ◽  
Richard Wright ◽  
Slave Narratives ◽  
Literary Work ◽  
Social Forces ◽  
Social Equality ◽  
American Life ◽  
The People

The complexly changing nature of American life and the vigorous versatility and all-encompassing spread of the written record are the marks of American literature. Social forces always make their imprint on literature. Especially in America where the democratic processes bring the people into immediate familiarity with and sensitive response to cultural forces, the literature has responded quickly to such pressures. African American literature consists of the literary work by the writers of Afro-origin settled in USA. The category“ slave narratives” were writings by people who had experienced slavery. It described their journeys to independence and their survival struggles. The concepts explored and issues raised were racism, slavery, and social equality.

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