TECNOLOGIA E DOMINAÇÃO

A CRÍTICA DE MARCUSE À SOCIEDADE DE CONSUMO

Abstract

This article analyzes Herbert Marcuse's reflections on the advanced industrial society and its effects on the individual and culture, highlighting how technology and capitalism promote unidimensionality that limits human freedom and emancipation. In his work One-Dimensional Man, Marcuse argues that while technological development has the potential to liberate, it ultimately reinforces structures of domination, transforming high culture into mass consumer products. The concepts of sublimation and desublimation explored in the article show how society manipulates individuals' needs, creating false desires that perpetuate oppression. Alienation, in Marcuse's perspective, is not only an estrangement from labor but a loss of identity and autonomy, with the administered society reflecting a system that prevents true social transformation. The article concludes that true emancipation would only be possible through a radical change in social and cultural conditions, challenging the contradictions of the capitalist system and proposing more authentic ways of living.