CASTRO, J. C. L.
The consumer as agent in neoliberalism.
São Paulo (SP),
v. 9, n. 2,
Resumo: In recent decades, the prevailing neoliberal discourse has highlighted the active role of the consumer. The consumer agency is associated with several factors: the rhetoric of advertising that emphasizes complicity with the consumer; technologies of self through which consumers act as entrepreneurs of themselves; interactive mechanisms that suggest increased participation; appeal to social responsibility in consumer behavior. When we look closely at each of these factors, however, the limitations of today’s presumed consumer empowerment are revealed.
Palavras-chave: neoliberalism, consumer, complicity, participation, entrepreneurship.