The market and its brands. The new territories and theoretical contradictions of communication research

Abstract

To produce is to create, manufacture, by collective elaboration, a fruit, cause or cause a good, a public benefit. Now, in the present stage of social development of late capitalism, the economy is above all circulation. Faced with production and consumption, the eternal return of the circulation of goods, services and messages makes us lose, by dint of movement, the very sense of direction ("pro"). Production, in other words, obeys, beyond any process of inductive action and deductive thought, to a logic of production, that is, to the unlimited expansion of spaces of economic valorization, regardless of the material conditions of realization. of work, without, logically, the dilation of value can be broken.