Una nueva temporalidad: progreso individual, progreso instantáneo
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Date
2006
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Facultad de Ciencia Política y Relaciones Internacionales
Abstract
Description
Partiendo del análisis de un grupo de publicidades de tecnologías
informáticas aparecidas en el diario Clarín en los primeros
años de la aparición de Internet en Argentina se busca
dar cuenta de algunas de las transformaciones Que ha sufrido
la idea moderna de progreso. Al ser atravesada por diversos
aspectos de un contexto posmoderno, la idea de futuro
y por tanto de progreso aparece como modificada básicamente
en dos aspectos: en primer lugar una reducción de las
"dimensiones sociales" de la idea de progreso, Que ahora
adopta características claramente individuales y abandona
cualquier aspiración a un progreso de la sociedad como conjunto;
en segundo lugar la idea misma de futuro aparece cercenada
en sus miras de largo plazo. Muelles metáforas del
"camino a recorrer" Que durante la modernidad sirvieron para
representar el concepto de progreso, como el lugar donde
arribar luego de un largo trayecto, parecen ahora adoptar la
nueva forma del "acceso" o el "ingreso". Así, no se arribaría
al futuro conjuntamente luego de recorrer un extenso camino,
sino Que al futuro se ingresaría individual e instantáneamente
contando con la llave o las claves individualmente
obtenidas, apareciendo como amenazante la siempre presente
posibilidad de Quedar excluido del futuro.
Beginning with an analysis of a group of informatics technology's advertisements published in the Clarín newspaper, during the first years of the Internet appearance in Argentina, this article seeks to explain some of the transformations of the modera idea of progress. Crossed by different aspects of the postmodern context, the idea of future, and even the idea of progress, seems to be modified basically in two aspects: first, a reduction of the "social dimensions" of the progress idea, that now clearly adopts individual characteristics and gives up any ambition of progress of the society as a whole; in the second term the idea of future itself seems to be shortened in his long term aims. Those metaphors of 'the way to go through" that during the modernity were useful so as to represent the progress concept, meaning the place where to arrive af ter a long trip, seem now to adopt new shapes like the "entrence" or the "access'. So, today we would not arrive at the future as a whole, af ter traversing a long path, but we would get in or access the future individually and instantly when holding the appropriate keys or passwords also individually obtained. This new metaphors also constructs the always menacing possibility of being excluded from the future.
Beginning with an analysis of a group of informatics technology's advertisements published in the Clarín newspaper, during the first years of the Internet appearance in Argentina, this article seeks to explain some of the transformations of the modera idea of progress. Crossed by different aspects of the postmodern context, the idea of future, and even the idea of progress, seems to be modified basically in two aspects: first, a reduction of the "social dimensions" of the progress idea, that now clearly adopts individual characteristics and gives up any ambition of progress of the society as a whole; in the second term the idea of future itself seems to be shortened in his long term aims. Those metaphors of 'the way to go through" that during the modernity were useful so as to represent the progress concept, meaning the place where to arrive af ter a long trip, seem now to adopt new shapes like the "entrence" or the "access'. So, today we would not arrive at the future as a whole, af ter traversing a long path, but we would get in or access the future individually and instantly when holding the appropriate keys or passwords also individually obtained. This new metaphors also constructs the always menacing possibility of being excluded from the future.
Keywords
Publicidad, Tecnología, Imaginario, Posmodernidad, Argentina, Advertising, Technology