La competencia por el éxito y la búsqueda de la autenticidad: Modelos de identidad en el Chile actual

Abstract

Through the analysis of television spots, the article presents, discusses and illustrates two models of identity and social ties that have become hegemonic in the last decades in Chilean society. These are the model of "a competitive individualism" and the model of "a narcissistic authenticity", which nowadays operate as symbolic matrices with which individuals configure their identitary narratives. The article highlights the importance of mass media in contemporary processes of subjectification, and the affinities between the ideal of the subject sponsored by the symbolic industries and the new model of entrepreneurialand flexible worker that the culture of the new capitalism promotes. From theabove, we discuss some of the ambivalences and tensions that characterize the present processes of individualization in Chile.