Resumen

SEVERIANO, Maria de Fátima Vieira. Pseudo-individualization and cultural homogenization in the consumer culture: critical reflections about contemporary subjectivities in publicity. Estud. pesqui. psicol. [online]. 2006, vol.6, n.2, pp. 105-121. ISSN 1808-4281.

This article proposes a theoretical discussion about the processes of individualization/ (cultural) homogenization in the context of contemporary consumer societies. It considers publicity as a privileged vehicle of production of subjectivities, since publicity links the images of objects associated with ideas and life styles. The discussion starts from the pre-supposition that the current cultural industry produces a type of individuality and of sociability, previously articulated by market logic and mediated by objects-signs, resulting in processes of cultural homogenization and weakening of social links. The reference points which are the basis of this discussion are founded in the Frankfurtian theories and in Baudrillard, besides using empiric data from a study carried out by the author.

Palabras clave : Sociedade de consumo; Publicidade; Pomogeneização; Individualização; Publicidade; Consumer society; Publicity; Cultural homogenization; Individualization; Subjectivity.

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