The ImCon as a Semiotic Imaginary: Consumption Dreams and the Subject as Consumer

  • Marlon Xavier


This chapter discusses the semiotic imaginary of consumerism (ImCon), its logic and characteristics, in comparison with symbolic imaginaries; it is defined as a regime of signification composed of signs as social signifiers and based on imagery and the irrational. The social logics of consumption (consumption of social signification through commodity-signs) and commodification (production of sign-values), and a theory on the commodity-sign (as elemental form of consumerism), are presented. Consumerism and the ImCon are analyzed through the idea of dream, focusing on consumption dreams: the social representations that, being mass-produced following the logic of advertising, determine and colonize desires and irrational factors, and signify the social subject as a consumer. Finally, the chapter discusses how the ImCon and its dreams colonize subjectivity, and its effects.


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Marlon Xavier
    • 1
  1. 1.University of Caxias do SulCaxias do SulBrazil

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