Abstract

GANDLER, Stefan. ETNOCENTRISM AND CRITICAL THEORY TWO CASES: UNITED STATES AND MEXICO. Rev. Comunic [online]. 2017, vol.24, n.2, pp.33-56. ISSN 2238-121X.  https://doi.org/10.15600/2238-121X/comunicacoes.v24n2p33-56.

How is it possible to understand a specific cultural determination of human praxis, especially the productive and consumptive one, without falling into ethnologising human subjects in their everyday forms of reproduction, or constructing biological fixations? The former senior faculty of the Universidad Nacional Autónoma de México (UNAM) Bolívar Echeverría (Riobamba, Ecuador 1941 – Mexico City 2010), who does not limit human culture to its ‘elevated’ forms and bases his analysis in the precise manner of material reproduction, finds an adequate image of this relationship between freedom and tradition, between individuality and a historically – and geographically – determined collectivity. This image lies in human languages, their innumerable speech acts and in a science that studies the relation of interdependence among them: semiology.

Keywords : CRITICAL THEORY; SEMIOLOGY; MARXISM; QUADRUPLE ETHOS; CAPITALIST MODERNITY; LINGUISTICS; USE VALUE.

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