Abstract

SALDANA ROSAS, Alejandro José  and  MAZZOTTI PABELLO, Giovanna M.. Seduction and social domination: Notes for the construction of an ideal type. Humanidades [online]. 2023, vol.13, n.1, pp.244-261. ISSN 2215-3934.  http://dx.doi.org/10.15517/h.v13i1.53194.

In this paper we propose for debate the concept of Capitalist Mode of Seduction (CMS), as the ideal type to account for contemporary social domination processes. It is a work of theoretical reflection, based on diverse empirical fieldwork research, which seeks to stimulate the discussion on the processes of domination and the conceptual references necessary for social research in digital capitalism. The main features of CMS are: a) domination occurs fundamentally through consumption; b) companies and organizations are the vehicle of CMS; c) seduction operates through the mobilization of the motor imaginary and the hook imaginary, in particular, exalting narcissism in consumption; d) consumption has an important ludic component, which facilitates domination; e) capitalist seduction necessarily implies social exclusion. One of the conclusions is that understanding the CMS opens up possibilities for building possible utopias.

Keywords : social research; dominant culture; organization.

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