Title: The agency of things and the subjectification of the brand. A new ontology towards late capitalism
Abstract: The new ontology results from a critique of the humanities (in particular, its orientation towards the Anthropos) and the economic subjugation of all planetary resources. Ideas of subjectification and recognition of the agency of non-human entities faced severe difficulties. The very ability of humans to adopt a non-human cognitive perspective is called into question. The strong anthropomorphisation of non-human entities in theoretical concepts confirms this.
Paradoxically, this problem is brilliantly resolved in the economy, where the thing offered, and the brand have long since emancipated themselves from the consumer’s needs. And they now provide him or her with their own identity and agency, often built concerning Nature. In this context, it is worth asking about the interconnections between the concepts postulating a new ontology and the marketing practices of late capitalism.