Abstract

No presente artigo sao tratadas as esteticas da mercadoria-trabalho encontradas na Revista Exame. Primeiramente, e feita a distincao entre a mercadoria e a mercadoria-trabalho. Em seguida, sao relacionadas as categorias trabalho e cotidiano e as formas reflexo da ciencia e reflexo da arte, de acordo com o livro Estetica I, de Georg Lukacs. Ainda de acordo com essa obra, tambem sao trabalhadas as formas abstratas de reflexo estetico: ritmo, simetria e proporcao, e ornamentacao. Logo apos, mostra-se como essas formas abstratas de reflexo estetico (ou propriedades esteticas) sao reconvertidas a mercadoria-trabalho para a valorizacao dela. Termina-se o artigo com a analise das reportagens contidas na Revista Exame para averiguar como essas categorias se fazem presentes.

Highlights

  • This paper aims to explore the problem of the aesthetic properties of “commodity-labor” – that is, labor power as a commercialized commodity in capitalism – from the analysis of business magazines

  • While resorting to the ontogenetic method that explains the structure of spiritual activities through its genesis (Tertulian, 2008), the Hungarian Marxist philosopher analyzed the long process of constitution of the properties of rhythm, proportion, symmetry and ornamentation. Such properties originated from human work over nature and became, after many generations, relatively autonomous in their relation to labor to establish their aesthetic sphere

  • These were later reconverted over labor, mediated by science – which ranges from technological advancements to the innovations of social engineering – becoming a condition for the reproduction of capitalism (Paço-Cunha, 2011)

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Summary

INTRODUCTION

This paper aims to explore the problem of the aesthetic properties of “commodity-labor” – that is, labor power as a commercialized commodity in capitalism – from the analysis of business magazines For this purpose, we have resorted to the aesthetic categories exposed in the chapter named Abstract forms of the aesthetic reflection of reality, part of Aesthetics I, by Georg Lukács (1966). Each of the categories present in Aesthetics I (Lukács, 1966) has a determined role in organizations, adjusted for capital appreciation These are the rhythm, for the acceleration and increase of labor productivity; the symmetry and the proportion, for the suitability between the commodity-labor and the production needs; the ornamentation, for the vestments, architecture of production, among other elements necessary for the generation of surplus-value (Paço-Cunha, 2011). The final thoughts are exposed, aiming at future research on the subject

The aesthetic differences between commodity and commodity-labor
The properties or abstract forms of aesthetic reflection in Aesthetics I
Rhythm
Symmetry and proportion
Ornamentation
The reconversion of the aesthetic properties over commodity-labor
THE ANALYSIS OF BUSINESS MAGAZINES
On Exame
FINAL THOUGHTS
México
Full Text
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