Une nouvelle génèration: le capitalisme (ir)responsable
A New Generation: (Ir)responsible Capitalism

Summary/Abstract: The population discussed in this article is divided into two categories of people. A first category, minority, which it is renamed “the new savages”. A second, majority, that is to say who corresponds to the other people it is renamed “the spoiled children”. The new savages represent all people who value certain societal issues, such as social justice, gender equity, psycho-spirituality, ecological issues, respect for the animal condition and/or living things. They implement strategies for reappropriation and democratization of practices and representations of so-called “responsible” consumption. They want to change their lives and are doing everything they can to achieve this, they protest against the capitalist economy, advocate social justice and above all aspire to consume less in order to reduce their carbon footprint, thereby trying to help stop the socio-economic crisis. climate of our time. Creatocracy refers to a system in which those who lead, those who have the most political and economic power, are those who create and control culture. The creatocratic culture is that of socio-eco-responsibility, that is to say a culture which establishes societal values and ecological values as supreme values in the justification of the merits of eco-responsible consumption. This article is an excuse to talk about us. Even though we are not all new savages or spoiled brats, we all have certain things in common with them. O notes the continuities and ruptures that unite the new savages with the spoiled children, but also with the rest of society. My approach aims to present an anthropology of the culture of socio-eco-responsibility, a social critique of the reproduction of elites and the establishment of a new cultural legitimacy, advocated through the ideology of responsible capitalism.

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