SUBJETIVIDADE ANULADA: O CAPITALISMO E A CONSTRUÇÃO DE IDENTIDADES SUPERFICIAIS

The contemporary capitalist model promotes the suppression of subjectivity by imposing consumption and productivity standards that shape superficial identities. This system transforms individuals into components of an economic machine, reducing their experiences and values to marketable products. Individuals are pressured to conform to external demands, distancing themselves from their authenticity and uniqueness. The relentless pursuit of material goods and status generates a cycle of alienation, where being is replaced by having. The market redefines cultural and social values, turning them into commodities to sustain a constant profit-driven logic. Human subjectivity, as an expression of uniqueness and essence, is suppressed by the weight of the economic system, resulting in a profound disconnection between individuals and their true selves. Thus, contemporary capitalism not only promotes the standardization of identities but also empties the sense of authenticity, creating individuals who conform to external expectations and live under the logic of excessive consumption. The construction of superficial identities serves the system, perpetuating a culture of alienation and continuous dissatisfaction, while the space for authenticity is progressively diminished.