Transgresijos malonumas : tapatumų vartojimas
Transgresive Pleasure: the Consumption of Identities

Summary/Abstract: The paper focuses on highlighting the systematic transgressivity of consumer capitalism. It is pointed out that capitalist transgressivity manifests itself in different forms of transgression. These forms are linked with the new ways of expressing the body and sexuality. Attempt has been made to indicate that the unconditional linking of transgression with pleasure and highlighting this connection as the main liberatory act and as a possibility to create new identities becomes an important factor of consumerism and consumption ideology. Special attention is given to transgression-based artistic practices which are gaining more significance for the development of capitalism while disguising their commodity form by way of liberation ideology. The paper considers the ways in which the power of desiring-machines and nomadic subjectivity can manifest itself under the conditions of consumer capitalism. The question is posed whether the consumer capitalism has advanced far enough for the process of commodification to anticipate all ways of transgressive liberation through the construction and consumption of new identities.

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