Culture and Capitalism. Genealogy of Consumer Culture

Within the context of today's world overwhelmed by the increasing importance of capitalism, the need to analyse the relationship between man and capital in order to better understand the transformations culture has been undergoing. This endeavour relies on the idea that many concepts and phenomena whose presence in our lives is increasingly felt, and which are defining for what we call postmodernism, have originated in the modern times. The capital is an illustrative example to this purpose: it was discovered during the modern era at the time of the emergence of the production process and underlay all transformations of later modernism. The growth of capital circulation speed has resulted in leaving aside its relationship with production and in its being re-rethought from the viewpoint of man's desires. Thus, the transition has been made from the becoming being paradigm, theorised by the modernists, to the concept of volatile being, whose effects are being experimented in postmodernism.