Diferença, ambivalência e tempo paradoxal na sociedade de consumo

Abstract

This essay develops the notion of ambivalence as a central idea to Cultural Studies. The proposal is to reflect on modernity and its project to eliminate ambiguities in a way to make evident the "subaltern proliferation of difference” (HALL, 2003, p. 60) as constitutive of culture and language. In this process, this work articulates the consumer society, in Bauman (2008) sense, as a continuous movement of desire the desire. From the beginning, what conducts this essay is the difference in the ambivalence and cultural hybridism. The difference not in relation with the other, but as a differential process.