O ESPETÁCULO DO CONSUMO: COMO A LÓGICA CAPITALISTA ESVAZIA A SUBJETIVIDADE

The spectacle of consumption represents one of the main instruments of domination in contemporary capitalism, transforming desires into commodities and assigning superficial values to human experience. The capitalist logic organizes society around an incessant production of consumption, exploiting subjectivities and turning individuals into compulsive consumers. Subjectivity is suffocated as the value of each individual is measured by their ability to consume and display symbols of status. This dynamic perpetuates inequalities, obscures possibilities for emancipation, and reinforces a control system based on appearance and ephemerality. The entertainment industry, allied with consumerism, intensifies this process by offering constant distractions that avoid critical reflections on the prevailing economic system. The transformation of entertainment into a commodity trivializes cultural experiences, while the logic of consumption destroys subjective autonomy and reduces human relationships to material transactions. In this way, contemporary capitalism empties subjectivity by repressing creativity and critical thinking, consolidating a social structure where having prevails over being. Thus, alienation is maintained, and the system's reproduction is ensured, leaving little room for significant resistance or viable alternatives.