Abstract

RUBINIC NUIC, Lucía. Metáfora conceptual de una colonización sutil: el fenómeno sincrónico de una (super) cultura consumista y enajenación global. Rev. de Inv. Educ. [online]. 2010, vol.3, n.1, pp.149-159. ISSN 1997-4043.

This articie deals with trie analysis of consumerism that is considered one of trie more subtle forms of economic and cultural colonizatíon in the context of a synchronous and hightly consuming society. Guided by the ideological premises of a (super)culture merely quantitatíve and materialistic, we see that it is leading firm steps to assured decay and breakdown. The starting point of our analysis are the non-places (Auge), arisen as a result of a spatial and temporal overdose characteristic of supermodernity. Among tese non-identity spaces of the modern consumer, we believe that the supermarkets, as belonging to a virtual world of representadons par excellence, are ideal locations that contribute to the complexity of superculturalidad that gets reflected in paradigms of alienation, fetíshism and rampant dehumanization in the context of immediate realities of individual humanity becoming the object of its own things (Marx), globally. To notice the subtle colonization potential of consumerism on the mind of the modern shopper, we rely on the theoretical concept of the cognitive-conceptual metaphor (Lakoff, Turner and Fauconnier), which as the conceptual framework and the result of creative thinking process determines how we perceive the world through the powerful rhetoric of marketing, making man the colonized slave of his symbolic goods.

Keywords : non-places; superculturality supermarkets; conceptual metaphor; consumerism colonizer world representations.

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