Solidarity in an advanced liberal governmentality: an analysis of advertising ads

Abstract

The article presents an analysis on the way in which during the last twenty years the promotion of a certain kind of solidarity in Chile has contributed to the formation of an advanced liberal governmentality, necessary for the installation of a neoliberal agenda. The reflection follows the theoretical contributions of Michel Foucault and focuses on the empirical analysis of ads that promote solidarity, issued in Chile between 2009 and 2010, in the context of the project FONDECYT 1090534.  We present three types of results: (a) description of the social sectors that are constructed as agents of solidarity, (b) analysis on the most promoted solidarity practices and (c) investigation on the way it adresses the people in order to raise their solidarity.