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Sociológica (México)

On-line version ISSN 2007-8358Print version ISSN 0187-0173


CAICEDO GRANADOS, Adriel. Performative Activism as a Consequence of Capitalism’s Influence on the Character of the Modern Individual, a Theoretical Approach. Sociológica (Méx.) [online]. 2023, vol.38, n.107, pp.235-268.  Epub Oct 27, 2023. ISSN 2007-8358.

This article outlines a theoretical approach that lays the analytical foundations for studying performative activism, a novel concept that gained popularity during the 2020 U.S. protests in response to police brutality against Afro-Americans. This concept defines individuals who identify with a sociopolitical cause not because they feel challenged by it but because they see their involvement as a means of creating value and social recognition. Based on the critical thought of Erich Fromm and Byung-Chul Han, the author hypothesizes that this attitude is a consequence of the way in which modern individuals’ characters are influenced by the capitalist system.

Keywords : performative activism; mercantile character; society of exposure; swarm; social media.

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