CASTRO, J. C. L. The consumer as agent in neoliberalism. Matrizes, São Paulo (SP), v. 9, n. 2, p. 273-288, Jul/Dec 2015.
ISSN: 1982-2073
DOI: 10.11606/issn.1982-8160.v9i2p273-288
Endereço original: http://www.revistas.usp.br/matrizes/article/view/111729/109768

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.

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