| Summary: | Resumo O artigo problematiza o peso outorgado por autores como Foucault, Deleuze e Guattari ao marketing e à publicidade na constituição da sociedade do controle. Considera o papel determinante do consumo na sociedade contemporânea e sua relevância política, assinalando ainda outras possibilidades de lidar com as “aporias” do mercado, do marketing e da publicidade.
Palavras-chave sociedade do controle; marketing e publicidade; personalidade da marca; consumo e política.
Abstract This paper problematizes the weight given by such authors as Foucault, Deleuze and Guattari to both marketing and publicity in the constitution of the so called society of control. It is being considered the determinant role of consumption in the contemporary society, as well as its political relevance, remarking, in addition, other possible ways to deal with the aporias of market, marketing and publicity.
Keywords society of control; marketing and publicity; market personality; consumption and politics
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