Maurizio Lazzarato, FOUNDING MEMBER OF THE REVIEW BY THE PHILOSOPHER MULTITUDES TONI NEGRI
"Currently governed social capitalism and desire"
Lazzarato Deleuze and Guattari takes a critical approach to classical Marxism which becomes a tool transformation. " What is produced is already sold " he says, because before he became the object of desire . "
By Pedro Lipcovich -You have developed the notion that capitalism is "producer of subjectivity": what difference is there between the subjectivity produced by capitalism in its early stages and that produced today?
-present governing social capitalism and desire. In the first phase of capitalism, it was more to produce, and then came consumption. Today is the reverse: a car is produced after being sold, I mean, after having been constituted as an object of desire. Here place the advertising, marketing.
- Why it was not necessary before?
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a century ago was not working well. This began in the U.S., and one that introduced this concept of marketing was Edward Bernays, Freud's nephew. It is symptomatic that he was the nephew of Freud, founder of the concept of unconscious desire, who introduced the passage in capitalism: construct the object of desire and value. mass desire: it is necessary to show it on TV, which is tested by consumers. A century ago this did not arise, because the workers were not consumers of what produced. Henry Ford was the one who, from cheaper generated by mass production, raised, my products are purchased by my workers. Today capitalism to work, you must produce subjectivity, both at work and consumption. Subjectivity in both planes has changed.
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