Biblioteca Digital de VanguardiaCRITICAL BRAND LITERATURE AS A DISCUSSION MECHANISM TO NEOLIBERAL ECONOMIC SYSTEM
Due to the relevance that brands acquire in the contemporary context, various ways of questioning or at least putting into discussion the actions of these and the companies they represent have emerged in the media. Literature stands out as one of such manifestations, addressing from different perspe...
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| Formato: | Artículo |
| Lenguaje: | Español |
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Universidad Pontificia Bolivariana
2020
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| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4027 |
| _version_ | 1782344931381084160 |
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| author | Cepeda Palacio, Samuel David |
| author_facet | Cepeda Palacio, Samuel David |
| author_sort | Cepeda Palacio, Samuel David |
| collection | Revista |
| description | Due to the relevance that brands acquire in the contemporary context, various ways of questioning or at least putting into discussion the actions of these and the companies they represent have emerged in the media. Literature stands out as one of such manifestations, addressing from different perspectives the various facets, operations and scope of representative signs, and their effects in the contemporary context; aiming at this presentation, to focus on showing the results derived from the research project already completed on this type of writing. The texts criticizing brands therefore become an argument against the neoliberal economic system, attacking its actions and effects from different perspectives or intentions. This allowed, through the methodological development of the research, the construction of four categories of analysis: unfair competition, illegal activities, irrationality in consumption and production, and the generation of a fictional capitalism. The emergence of such a categorical system raises the way in which individuals attack or question the world socioeconomic structure through a critical action on the role that distinctive signs play in it. Therefore, it became possible to understand how trademarks are used by such texts as visible targets that allow literature to attack, not only neoliberalism, but also its effects in the global context. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4027 |
| institution | Colección Académica de Ciencias Sociales |
| language | Español |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-40272020-10-03T17:32:53Z CRITICAL BRAND LITERATURE AS A DISCUSSION MECHANISM TO NEOLIBERAL ECONOMIC SYSTEM LITERATURA CRÍTICA A LAS MARCAS COMO MECANISMO DE DISCUSIÓN AL SISTEMA ECONÓMICO NEOLIBERAL Cepeda Palacio, Samuel David Marcas neoliberalismo consumo crítica Brands neoliberalism criticism consumption Due to the relevance that brands acquire in the contemporary context, various ways of questioning or at least putting into discussion the actions of these and the companies they represent have emerged in the media. Literature stands out as one of such manifestations, addressing from different perspectives the various facets, operations and scope of representative signs, and their effects in the contemporary context; aiming at this presentation, to focus on showing the results derived from the research project already completed on this type of writing. The texts criticizing brands therefore become an argument against the neoliberal economic system, attacking its actions and effects from different perspectives or intentions. This allowed, through the methodological development of the research, the construction of four categories of analysis: unfair competition, illegal activities, irrationality in consumption and production, and the generation of a fictional capitalism. The emergence of such a categorical system raises the way in which individuals attack or question the world socioeconomic structure through a critical action on the role that distinctive signs play in it. Therefore, it became possible to understand how trademarks are used by such texts as visible targets that allow literature to attack, not only neoliberalism, but also its effects in the global context. Debido a la relevancia que adquieren las marcas en el contexto contemporáneo, han surgido, en los medios de comunicación, diversas formas de cuestionar o por lo menos poner en discusión, el accionar de estas y de las empresas a las cuales representan. Se destaca la literatura como una de tales manifestaciones, abordando desde diferentes perspectivas las diversas facetas, operaciones y alcances de los signos representativos, y los efectos de estos en el contexto contemporáneo; teniendo por objetivo la presente ponencia, el enfocarse en mostrar los resultados derivados del proyecto de investigación ya finalizada en torno a este tipo de escritos. Los textos de crítica a las marcas se convierten por tanto en un argumento en contra del sistema económico neoliberal, atacando el accionar y los efectos de este desde diversas perspectivas o intenciones. Lo que permitió, por medio del desarrollo metodológico de la investigación, la construcción de cuatro categorías de análisis: competencia desleal, actividades ilegales, irracionalidad en el consumo y la producción, y la generación de un capitalismo de ficción. El emerger de tal sistema categorial plantea la forma en que los individuos atacan o cuestionan la estructura socioeconómica mundial a través de un accionar crítico al papel que juegan los signos distintivos en este. Por tanto, se hizo posible comprender cómo las marcas son usadas por tales textos a manera de objetivos visibles que permiten a la literatura atacar, no solo al neoliberalismo, sino también a sus efectos en el contexto global. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4027 Colección Académica de Ciencias Sociales; Vol. 5 Núm. 1 (2018): Ene-Jun; 14-26 2422-0477 spa https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4027/3728 |
| spellingShingle | Marcas neoliberalismo consumo crítica Brands neoliberalism criticism consumption Cepeda Palacio, Samuel David CRITICAL BRAND LITERATURE AS A DISCUSSION MECHANISM TO NEOLIBERAL ECONOMIC SYSTEM |
| title | CRITICAL BRAND LITERATURE AS A DISCUSSION MECHANISM TO NEOLIBERAL ECONOMIC SYSTEM |
| title_full | CRITICAL BRAND LITERATURE AS A DISCUSSION MECHANISM TO NEOLIBERAL ECONOMIC SYSTEM |
| title_fullStr | CRITICAL BRAND LITERATURE AS A DISCUSSION MECHANISM TO NEOLIBERAL ECONOMIC SYSTEM |
| title_full_unstemmed | CRITICAL BRAND LITERATURE AS A DISCUSSION MECHANISM TO NEOLIBERAL ECONOMIC SYSTEM |
| title_short | CRITICAL BRAND LITERATURE AS A DISCUSSION MECHANISM TO NEOLIBERAL ECONOMIC SYSTEM |
| title_sort | critical brand literature as a discussion mechanism to neoliberal economic system |
| topic | Marcas neoliberalismo consumo crítica Brands neoliberalism criticism consumption |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4027 |