Resumo

BUCCI, Eugênio. Vision, the pleasure principle and words being replaced. Rev. bras. psicanál [online]. 2019, vol.53, n.3, pp. 96-114. ISSN 0486-641X.

This article, together with communication studies, deepens the hypothesis (already presented in previous articles by the same author); of the two sides the globalized capitalism speech understands as separate ones. They are: the entertainment business and the technology companies business, which are one, the industry of the imaginary. For this industry, the vision is a productive force, as the job was in phases previous to capitalism. Therefore, the need for a special technique in the vision and using that to produce what, according to Jacques Lacan, in the 1960s called pleasure principle. That's how capitalism works in the era of Society of Spectacle, when capitalism is found in such an "accumulating level that it becomes image" (Debord). The digital era hasn't eliminated the spectacle; on the contrary, it has made it stronger by abundance of signs that image substitutes words and in words the imaginary means more than the symbolic function. This technique's success, before seen as reason prevalence, is enforced as capital success (spectacle). Ideas are replaced.

Palavras-chave : industry of the imaginary; pleasure principle; vision; technique; words.

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