Abstract

GIL-RUIZ, Francisco José  and  HERNANDEZ-HERRERA, María. Ron’s Gone Wrong: Young People’s Digital Consumption Considering Byung-Chul Han’s Theses. Palabra Clave [online]. 2023, vol.26, n.3, e2633.  Epub July 07, 2023. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2023.26.3.3.

This article reflects on the image of young digital consumers by analyzing the film Ron’s gone wrong. After showing the link between cinema and youth and outlining the current technological context, the philosopher Byung Chul-Han’s theses are used to delve into the film to extract the portrait it offers of youth consumption in a hyperconnected environment. The conclusions show how digital consumption alienates young people in an inalienable technological climate that distances them from everything that makes them human and strips them of their individuality in favor of the power of algorithms provided by robots.

Keywords : Cinema; digital consumer; youth; technology; Byung-Chul Han.

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