Il profitto delle passioni : giochi e strategie nella macchina mitologica del capitalismo

Behind the appearance of a rejection of the passions, a matter too little governable in the logic of profit, capitalism has come to become greedy of them, vacated this space from the Marxist tradition, which has almost never had an adequate view of their importance in the super-structural processes. A socio-semiotic theory of instincts is probably the way by which we can deconstruct the complex sense strategies, of mythical nature, with which capital develops the processes of subjectivity. The crucial point seems to be that in which the power abandon the creation of its own passions language and parasitically exploits the multiple discourses on them, loading them incessantly anaclitic meanings, useful to indefinitely prolong the profit areas. [Publisher's Text].