Abstract

This paper presents a reflection on subjectivity in the context of consumer society, discussing two alternative approaches: on the one hand, the iden- tification between subject and commodity, traceable, among others, to Bauman, and, on the other hand, Žižek’s interpretation of subjectivity as an emerging surplus of the conflict within the symbolic order. The result- ing exchange between these alternatives shows the constitutive relations of the subject of consumption in the dimension of desire, in the margin of freedom, and in the role of reflexivity. Finally, the understanding of the relationship between the subject and the material world is proposed as a constructive performativity of subjectivity.