Lógica do mercado e lógica cultural no capitalismo atual

Abstract

The aim of this article is to explore the dialectical relationship between market logic and cultural logic in contemporary capitalism. If capitalism has its foundations defined by private property, competition and individualism, it is necessary to analyze, within the framework of the current globalized pattern of the capitalist order, the values ​​that derive from them. Thus, understanding culture in its broadest sense, we seek to identify, in the symbolic order, the expressions – political, artistic, behavioral, psychic – that end up reproducing and reinforcing the capitalist market order and its logic. We understand that, despite democratic advances, reforms and cultural resistance, the logic of the market, especially in this neoliberal historical stage of reduced utopian horizon and that the rise of postmodernism somehow reveals, continues to invade geographic and social spaces and the most hidden terrains of human subjectivity, with disastrous consequences.