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 people Consumers

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