The creation of consumers in the last Argentine dictatorship
Authors
Daniel Fridman
Keywords:
performativity,
governmentality,
neoliberalism,
consumer culture,
military dictatorship,
Argentine
Abstract
The article analyzes the economic authorities, neoliberal discourse and consumer policy during the last military dictatorship in Argentina. Although neoliberal economists and the military differed in several aspects, the common concern for correcting what they saw as distortions in politics and the economy and establishing a durable order helped translating their differences. Consumer policies attempted to construct the homo economicus and make economic behavior more similar to monetarist theory. The article ends with an assessment of the possible effects of the process.
