The mythical collapse and the speech of consumption

Abstract

The modern society turns each time more towards consumption. The existential values of the subject of this society are guided, then, according to its speech, the speech of the consumption, postulated by the mass culture, which produces myths industrially, according to the indefinite and ever changing logic of market strategies. The mass culture is based then by means of a contradiction, to present and to cover with an incomplete symbolization the mythical and religious processes, which will now be developed in a profane and earthly field. This work places the confrontation between the consumption society speech and the mythical speech, in the way of enabling a deeper knowledge on the way of being of the modern man, according to the empty referential spaces with which he comes across, seeing that he needs a representation support so that he has contact with the experience of existing in the world. This support could be found according to a mythical reference, but it was dismissed by the speech of the consumption, wich is incapable of substituting it. For the development of this study, it was used bibliographical and documentary research and open interview. Keywords: Myth. Mass culture. Consumption. Introdução