Capital's absorption of anti-capitalist discourse in a consumer society

A.N. Il'in
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Abstract

The article is devoted to the ability of capital to neutralize the anti-capitalist and anti-consumer discourse. The following kind of paradox is observed: advertising manipulates, at the same time seeks to appeal to spiritual intentions, standardizes and at the same time offers to emphasize individuality. What was once recognized as standing in opposition to the values of consumption is turning not just into a weak ideological barrier to the spread of consumer culture, but, on the contrary, into a rich material for commerce and advertising discourse. The article analyzes the absorption that touched the image of Che Guevara and anti-capitalist youth subcultures. Commercialization covers clothing paraphernalia of protest communities. Even anti-advertising discourse is captured by consumer networks and commodified. There is a phenomenon of capitalization of protest against capitalism, consumerization of rebellion against consumerism. Scientific rationality, being integrated by capital, rises to the service of commerce and finds new methods of irrational manipulation of consciousness and absorption of protest discourse.
消费社会中资本对反资本主义话语的吸收
这篇文章致力于资本的能力,以中和反资本主义和反消费者的话语。我们观察到这样一种悖论:广告在操纵的同时寻求精神诉求,在标准化的同时提供强调个性。曾经被认为是与消费价值观相对立的东西,现在不仅变成了消费文化传播的一个薄弱的意识形态障碍,反而变成了商业和广告话语的丰富素材。本文分析了切·格瓦拉形象与反资本主义青年亚文化的吸收。商业化包括抗议社区的服装用品。甚至反广告言论也被消费者网络捕获并商品化。资本化是对资本主义的抗议,消费化是对消费主义的反叛。被资本整合的科学理性上升为商业服务,并找到了非理性操纵意识和吸收抗议话语的新方法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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