Aproximaciones críticas a la teoría del consumismo contemporáneo abordado por Zygmunt Bauman

Abstract

The objective of this research is to critically contribute to Bauman's proposal on contemporary consumerism. Consumerism according to Bauman develops in a liquid reality, where fluidity, transience and uncertainty define the schemes and structures that mark how and where we live. Consumerism has established itself as a social agreement that is strengthened by endless desires, as it shapes social relationships and the identity of individuals. In this sense, a society of consumers that discards the alternative, or dissent, is responsible for encouraging this way of life not only as a free choice, but as a requirement of belonging. Hence, consumer culture has elevated freedom, happiness and time as axiological pillars of the new society based on the certainties of the moment as concrete facts of choosing and being chosen within consumerism. In this context, the critical contributions to the study of consumerism revolve around the breadth of readings offered from two main theoretical contexts: Firstly, from the theories of risk society sustained from the perspectives offered by Luhmann and Beck, complemented with the communicative action of Habermas. Secondly, an interpretative intersection is proposed from critical theory with Theodor Adorno, Max Horkheimer and Marcuse. Finally, Michell Foucault's ideas on power are an indispensable epilogue to this study, which raises the need to rethink the conditions of current life.