Advertising as a discourse of hegemony

the aesthetics of consumption in the neoliberal era

Authors

  • Erivelto Amarante UFPR

DOI:

https://doi.org/10.54786/revistaeptic.v28i1.23488

Abstract

This article analyzes advertising as a discourse of hegemony in Brazilian neoliberalism from a theoretical and critical-dialectical approach. Drawing on authors like Arruda, Bolaño, and Gramsci, it argues that advertising is a key ideological language in shaping neoliberal subjectivities. It discusses four dimensions: consensus through desire, consumption as citizenship, positivity as an erasure of social conflict, and aestheticized diversity as governmentality. The article concludes that advertising, by translating capital's imperatives into emotions and narratives, is crucial to consolidating neoliberal hegemony, demanding renewed theoretical critique.

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Author Biography

Erivelto Amarante, UFPR

PhD in Political Science and Master's in Communication from the Federal University of Paraná (UFPR).

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Published

2026-05-29

How to Cite

Amarante, E. (2026). Advertising as a discourse of hegemony: the aesthetics of consumption in the neoliberal era. Revista Eletrônica Internacional De Economia Política Da Informação, Da Comunicação E Da Cultura, 28(1), 64–77. https://doi.org/10.54786/revistaeptic.v28i1.23488

Issue

Vol. 28 No. 1 (2026): Economia política das plataformas digitais: transformações no capitalismo e respostas de diferentes países

Section

ARTIGOS E ENSAIOS

License

Copyright (c) 2026 Erivelto Amarante

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