This document analyzes how neoliberalism has shaped solidarity and subjectivity in Chilean society. It examines 12 solidarity ads from private companies to see how discourse positions subjects. It finds that solidarity is framed as a market relationship where companies' interests are complementary to beneficiaries and consumers. Companies constitute consumers as "altruistic" subjects representing different lifestyles through their purchases. Overall, neoliberal discourse has capitalized on altruism and established market solidarity and subjectivity as hegemonic in Chilean consumption society.

1. How does the Chilean society
subject? Neoliberalism,
solidarity and subject in
consumption societies
José Antonio Román - Alejandra Energici
Universidad Alberto Hurtado, Chile
Cardiff, 27-30 Juny

2. Antecedents
• The neoliberalism installation in our society: military
dictatorship.
• The following governments: in the after years a
cultural transformation occur so neoliberalism and its
market society “worked” in the Chilean society.
• Among others, we are interested in two
consequences:
– The change in the norm of the social bond: from
mutualism to altruism.
– Changes in the forms of subjectivation.

3. The research
• Sample: 12 Solidarity adds issued by private
companies.
• Analysis: the Analysis of Discourse model developed
by Ian Parker (1990, 1992) and the subjectivation
dimensions proposed by Nikolas Rose (1998,1999)
Discourse
Solidarity add
Market solidarity
technology
Subject

4. Market solidarity
• Solidarity is solved following a market model: in
the concurrence of complementary interests
Private Companies
Intereses
Benefited peopleConsumers
Foundation

5. Logo of
Falabella store
Logo of a
foundation
that helps
children in
social risk

6. Solidarity à la carte : the altruistc
consumer

7. The subjects in the market
solidarity
Companies
Foundations
Helped
people
Consumers

8. Altruistic consumer: subject-object
The consumer is
symbolically constituted as a
variety of solidarity subjects
and represents many life
styles, according to the
product or service that
consumes.

9. Neoliberal Solidarity in the
Consumption Society
• Altruistic Solidarity
• Market Solidarity:
• Capitalization of the altruistic discourses
• Hegemony of the neoliberal discourse
Business
Fashion Consumption
Neoliberal
Discourse
Market
Society