Subjectivity, the Unconscious and Consumerism

Consuming Dreams

  • Marlon Xavier

Table of contents

  1. Front Matter
    Pages i-xxii
  2. Marlon Xavier
    Pages 1-37
  3. Theoretical Framework

  4. Empirical Study

    1. Front Matter
      Pages 207-207
    2. Marlon Xavier
      Pages 209-230
    3. Marlon Xavier
      Pages 231-233
    4. Marlon Xavier
      Pages 321-336
  5. Back Matter
    Pages 337-375

About this book


Subjectivity, the Unconscious and Consumerism is a unique and imaginative psycho-sociological exploration of how postmodern, contemporary consumerism invades and colonises human subjectivity. Investigating especially consumerism’s unconscious aspects such as desires, imagination, and fantasy, it engages with an extensive analysis of dreams. The author frames these using a synthesis of Jungian psychology and the social imaginaries of Baudrillard and Bauman, in a dialogue with the theories of McDonaldization and Disneyization. The aim is to broaden our understanding of consumerism to include the perennial consumption of symbols and signs of identity - a process which is the basis for the fabrication of the commodified self. The book offers a profound, innovative critique of our consumption societies, challenging readers to rethink how we live, and how our identities are impacted by consumerism. As such it will be of interest to students and scholars of critical psychology, psychoanalysis, sociology, anthropology and cultural studies, but is also accessible to anyone interested in the complex psychology of contemporary subjectivity.


colonization consumerism social psychology dream interpretation capitalism consumption unconscious psyche allegory symbolic fantasy collective consciousness ego consciousness Jungian theory McDonaldization Disneyization Jungian hermeneutics

Authors and affiliations

  • Marlon Xavier
    • 1
  1. 1.University of Caxias do SulCaxias do SulBrazil

Bibliographic information