Resumen

ENERGICI S, M. Alejandra; ROMAN B, José Antonio; RAMOS Z, Claudio  y  IBARRA G, Sebastián. Solidarity in an advanced liberal governmentality: an analysis of advertising ads. Polis [online]. 2012, vol.11, n.32, pp.377-398. ISSN 0718-6568.  http://dx.doi.org/10.4067/S0718-65682012000200018.

The article presents an analysis on the way in which during thelast twenty years the promotion of a certain kind of solidarity in Chile has contributedto the formation of an advanced liberal governmentality, necessary for the installationof a neoliberal agenda. The reflection follows the theoretical contributions of MichelFoucault and focuses on the empirical analysis of ads that promote solidarity, issuedin Chile between 2009 and 2010, in the context of the project FONDECYT 1090534.We present three types of results: (a) description of the social sectors that are constructed as agents of solidarity, (b) analysis on the most promoted solidaritypractices and (c) investigation on the way it adresses the people in order to raisetheir solidarity.

Palabras clave : solidarity; liberal governmentality; advertising.

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