Consumption dreams: how night dreams reveal the colonization of subjectivity by the imaginary of consumerism

Resumo

In this article I offer an overview of my doctoral dissertation, which studied the social imaginary of consumerism, and the psychological subjectivity it produces, through the dream - as both a leitmotif or thematic lens, and the empirical object of research. For such I employed an interdisciplinary exploratory outlook, whose theoretical framework first discusses the symbolic imaginaries (G. Durand) and their relations with the unconscious psyche, dream, imagination, and subjectivity (C. G. Jung), and then explores their relationships with consumption (Baudrillard, Bauman) and its semiotic imaginaries and ideology, focusing on the concepts of consumption dreams and dream-worlds of consumption. The main research aim was to explore how night dreams represent the colonization of subjectivity by the imaginary of consumerism. The method consisted in a multiple-case study in which each night dream was taken as a case and interpreted through Jungian hermeneutics. Findings stress that night dreams can offer a deep sociocultural critique; in them the imaginary of consumption appeared as a totalizing mass ideology engendering colonization of both symbolic imaginaries and the subject and her unconscious psyche. Conclusions emphasize such colonization as an anthropological mutation - the progressive commodification and dehumanization of the subject.