O CONSUMO DE SÍMBOLOS NA FORMAÇÃO DA IDENTIDADE DO INDIVÍDUO.

This article aims at critically elucidating some conditions of interpretation and clarify the coercion processes, through philosophical and pedagogical reflections on topics related to the universe of consumption and its consequences in the educational processes. The discussion starts with an analysis of the individual's identity which is formed on the cultural context of social relations where this individual is inserted, being tied to historical and cultural practices developed in the society. At the present moment, these are communicative processes driven by advertising and consumer culture, which are strongly structured with symbols and images. Thus, some elements linked to the individuals' ways of acting and to the constitution of their subjectivities in the current period are exposed. So the focus here is the Capitalist system's social plurality and the strategies that require new positions within the teaching practices, as well as in the everyday performances, an environment that demands a new social epistemology and another way of responding. [ABSTRACT FROM AUTHOR]