Resistance to the dominant language of advertising in Herbert Marcuse: a sample

Article Sidebar

PDF (Español (España)) HTML (Español (España)) XML (Español (España))
Published: Dec 22, 2020
DOI: https://doi.org/10.22209/rhs.v8n2a07
Keywords:
negative criticism social criticism dominant language manipulation and advertising contemporary society critical theory.

Main Article Content

Nelson D'Olivares Durán
Universidad Pedagógica y Tecnológica de Colombia
http://orcid.org/0000-0003-3879-7783
Clara Liliana Casteblanco Cifuentes
Universidad Pedagógica y Tecnológica de Colombia
http://orcid.org/0000-0003-1419-6473

Abstract

This paper presents the results of a study aiming to analyze how the dominant language of advertising operates to absorb other resisting languages. This research study used document review within the framework of a qualitative descriptive approach. Based on Herbert Marcuse’s theoretical reflections, this paper seeks to provide a critical viewpoint on the language used by advertising in our contemporary society. Under these circumstances, the study recovers the notion of negative criticism, a tendency of critical theory, understood as a way of resisting manipulation by society.

Downloads

Download data is not yet available.

Article Details

How to Cite
Durán, N. D., & Casteblanco Cifuentes, C. L. (2020). Resistance to the dominant language of advertising in Herbert Marcuse: a sample. RHS-Revista Humanismo Y Sociedad, 8(2), 104–114. https://doi.org/10.22209/rhs.v8n2a07
Issue
Vol. 8 No. 2 (2020)
Section
Reflection article
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Those authors who publish with this journal agree to the following terms:

  1. The designated authors will retain copyright of all papers and grant the journal the right of first publication of their work, which will be simultaneously published under the Creative Commons Attribution License that allows third parties to share the work, as long as its author is attributed and this journal is identified as the original publisher.

  2. Authors may enter into separate, additional non-exclusive licensing agreements for the distribution of the published work (e.g., post it to an institutional telematic archive or publish it in a monographic volume) as long as this journal is acknowledged as the original publisher.

Authors are allowed and encouraged to post their work online (e.g. in institutional telematic archives or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work.
Author Biography

Nelson D'Olivares Durán, Universidad Pedagógica y Tecnológica de Colombia

Licenciado en Idiomas Modernos Español-Inglés, UPTC; Magister en Lingüística, UPTC; Doctorando adscrito a la línea de investigación Lenguaje, sociedad y cultura del Doctorado en Lenguaje y Cultura, UPTC. Investigador del grupo de investigación Enletawa, UPTC. Profesor Tiempo Completo, Universidad de Cundinamarca. Fusagasugá

References

Casteblanco, C. L., & D’Olivares, N. (2017). El lenguaje dominante de la publicidad: una lectura crítica al cierre del universo del discurso en Marcuse. Quaestiones Disputatae, 10(21), 90-102. https://bit.ly/2IeOnW3

Horkheimer, M. (2003). Teoría crítica. Amorrortu.

Horkheimer, M., & Adorno, T. (2009). Dialéctica de la ilustración. Editorial Trotta S.A.

Marcuse, H. (1969). Un ensayo sobre la liberación. Traducido por J. García-Ponce. Editorial J. Mortiz.

Marcuse, H. (1970). Eros y civilización. Seix Barral.

Marcuse, H. (1993). El hombre unidimensional. Ensayo sobre la ideología de la sociedad industrial avanzada. Planeta.

Marcuse, H. (1994). Razón y revolución. Hegel y el surgimiento de la teoría social. Atalaya.

Orwell, G. (2007). Woodstock, Illinois. Espasa. Obra original publicada en 1949.

Rocha de la Torre, A. (2014). Herbert Marcuse: entre filosofía y psicología. Límite. Revista Interdisciplinaria de Filosofía y Psicología, 9(30), 25-34. http://www.redalyc.org/articulo.oa?id=83642583003

Tavalum. (s.f.). Contador en el tiempo del escarabajo. https://bit.ly/39L5YAg