Search

In this paper I seek to accomplish two main objectives. Firstly, to review and reiterate the theory of a ‘new individualism’ which I have detailed in recent writings in social theory. My argument is that we witness today the conditions and consequences of a new individualism sweeping the globe, especially evident in the new economy of high finance, media and technology industries. I then want to ask how the theory of new individualism differs from other influential standpoints in recent social theory. For my purposes in this chapter, the conceptual points of comparison with the theory of new individualism will be (a) the theory of ‘technologies of the self’ as elaborated by Michel Foucault and various neo-Foucauldians; and (b) the notion of ‘reflexive individualization’ outlined by Anthony Giddens. Secondly, I will discuss the wider sociological ramifications of the new individualist thesis. New individualism, I shall argue, is not merely about individuals or their psychological dispositions; rather it penetrates to the very core of core of culture and institutional life. New individualism is thus a kind of shorthand for the variety of modalities shaping, and shaped by, global social transformations. The key institutional drivers of new individualism which I shall elaborate are (a) continual reinvention, (b) instant change, (c) speed and (d) short-termism or episodicity. I conclude the chapter with a consideration of the likely future sociological consequences of live lived in the new individualist fast lane., Neste artigo busco atingir dois objetivos principais: primeiro, examinar e reiterar a teoria de um “novo individualismo” que detalhei em escritos recentes de teoria social. Afirmo que hoje presenciamos as condições e consequências de um novo individualismo que varre o mundo e que se evidencia especialmente na nova economia financista das indústrias de mídia e comunicação. Então pergunto: como a teoria do novo individualismo difere de outros pontos de vista influentes na teoria social recente? Para os propósitos deste artigo, os pontos conceituais de comparação com a teoria do novo individualismo serão (a) a teoria das “tecnologias do eu”, conforme elaborada por Michel Foucault e vários neofoucaultianos; e (b) a noção de “individualização reflexiva” delineada por Anthony Giddens. Em segundo lugar, discutirei ramificações sociológicas mais amplas da nova tese sobre o individualismo. O novo individualismo, argumentarei, não se refere meramente a indivíduos ou a suas disposições psicológicas; em vez disso, penetra até o cerne do núcleo da cultura e da vida institucional. Novo individualismo é, portanto, uma espécie de taquigrama para vários processos que moldam, e que são moldados, pelas transformações sociais globais. Os principais condutores institucionais do novo individualismo sobre os quais vou dissertar são (a) reinvenção contínua, (b) mudança instantânea, (c) velocidade e (d) o curto prazo, ou episodicidade. Concluo tecendo considerações sobre as prováveis consequências sociológicas futuras do viver-se a vida na via expressa do novo individualismo. Tradução: Solange Miguel Marcondes Armando

To promote and sell its products, the beverage company Cult hires an army of event girls. The Cult Girls, as they are called, represent Cult at festivals, nightclubs, and local venues and are famous for their sexy outfits and flirty behaviour. Many girls find the job exciting; they see it as a way to get paid for going out at night to party and being the centre of attention makes them feel appreciated. Others find that their limits are seriously tested, having to deal with drunken guys and jealous girlfriends. Cult arranges team-building courses designed to help the girls prepare for the job. But how far can you go when identifying with and selling a product and what are the consequences? The case is primarily targeted at a student audience with a high level of reflectivity, but the provocative theme makes it teachable in most discussion-based classes, for example in HR or marketing, with no more than 30-40 students at the most. We have taught it in a 6th semester course on human capital as a contemporary philosophical problem, with 25-30 students in the context of a BSc program in philosophy and business administration.