PLAS Graduate Works in Progress
Pablo Pryluka (Ph.D. candidate, History); Lindsay Ofrias (Ph.D. candidate, Anthropology))
March 31, 2022 · 12:00 pm—1:20 pm · Green Hall 0-S-6
Program in Latin American Studies
“Argentine Consumer Capitalism and its Discontents: Advertising, Television, and the Commodification of Attention”
Presenter: Pablo Pryluka, Ph.D. Candidate, History
In 1973, a new Peronist coalition won the national elections in Argentina. Having spent 18 years of exile in Spain, Juan Domingo Perón returned to his native country backed by a political agreement between trade unions and the Confederación General Empresaria. Together, this coalition promised to achieve what it called “national liberation.” Under the banner of national liberation, the government tried to mitigate what it considered to be the pernicious effects of advertising: the creation of “false” needs and superfluous patterns of consumption. Implementing price controls, the Subsecretary of Commerce prohibited corporations from including advertising expenditures in the business costs that would be factored into newly fixed sale prices.
Presenter: Lindsay Ofrias, Ph.D. Candidate, Anthropology
Lindsay Ofrias is a Ph.D. candidate in anthropology. Her dissertation examines the political economy of environmental contamination and people’s struggles for conservation and survival in the extractive frontier of the Ecuadorian Amazon.