What image will substitute that shirtless well-built worker''s torso operating the wheel of progress that celebrated Puerto Rican modernity in the no longer existent factories of the Industrial Development Company? Or the blond with sunglasses, pouring Coppertone over her body, that transported us to the consumerist circuits of the prodigal north? In the century of our industrialization -that still languishes- bodies are formatted in somewhat contradictory terms of economical productivity and consumer needs. On one hand, the capitalist society seeks to transform us into disciplined producers, able to control our appetites and desires, and make bodies useful for work. On the other, it seeks to turn us into useful consumers, eager to buy all it produces, and pushes our bodies to unrestrained desire and indiscipline. It wants us to be puritans when working but playboys when buying; says Michael Featherstone.
In the 21st century, as we enter late capitalism, what new ways of subjectivization will tie our bodies to the evolutions of power? Will they be carried out in the ways built on digital processing anticipated by science fiction, which we already see in the substitution of identity cards with pictures or fingerprints for chips set under the skin, or bar codes with our socioeconomic profile, consumption habits and clinical history tattooed on our necks? If our bodies were spatially confined by school or factory walls during industrial capitalism, will they now be cybernetically tied or perpetually attached to information streams? Such a tendency is already anticipated in cell phones, those electronic shackles that make our bodies continually available; in cameras that make us continually visible and watched over; in credit cards and chips that will permanently tie us to pointless jobs because we are unable to pay off debts that reproduce like Medusa heads.
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