Abstract

MAS, Fernando Francisco. Cognitive Capitalism and Governmentality. A Genealogy of Academic Marketing Discourse. Soc. Econ. [online]. 2023, n.50, e10412511.  Epub Dec 11, 2023. ISSN 1657-6357.  https://doi.org/10.25100/sye.v0i50.12511.

This article presents a genealogy of the academic discourse of marketing with the purpose of understanding the current governmental objectives of this discipline in the context of Cognitive Capitalism, characteristic of Post-Fordist Capitalism. A Foucauldian perspective is used to explore how the academic-discursive practices of marketing influence contemporary subjectivity, focusing on the conduct of the behavior of those who operate in the field of marketing, such as professors, students, workers and entrepreneurs. The research suggests that these objectives must be contextualized within the historical transformations of the productive regime of Post-Fordist Capitalism. It is concluded that contemporary marketing is a technology of cognitive governance that has been adjusted to three major objectives: to personalize, to relate and to construct imaginaries.

Keywords : marketing; genealogy; postfordism; government..

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