20.500.12556/RUL-145135 The crisis of legitimacy and the appropriation of resistance in capitalism Capitalism has become so naturalised in recent decades that there seems to exist little to no alternative to it. Common acceptance of this social formation begs the basic question of how particular systems are legitimised. In this paper, I look at some legitimation mechanisms at play by focusing on the capitalist tendency to ideologically appropriate criticism emerging from social struggles. I draw on the study The New Spirit of Capitalism by Boltanski and Chiapello and the cool capitalism thesis put forward by McGuigan. Both provide a basis for a case study of two advertising campaigns by Slovenia’s biggest mobile network operators. During the period of mass uprisings following the 2008/09 economic crisis, the two operators harnessed the symbolism of resistance in their advertising targeted at young people. In each case, the messages of the protests in the ads were deradicalised and largely stripped of any meaningful political content. While it is clear the advertising industry plays an important systemic role in capitalism, the two case studies hint at another way that advertisements can help perpetuate the system: by reinterpreting the critical messages emerging from within society, they become neutralised, with the critical voices thereby becoming more easily integrated into the capitalist social structure. legitimacy crisis of legitimacy the spirit of capitalism cool capitalism resistance kapitalizem ideologija oglaševanje družbeni vidik true false true Angleški jezik Slovenski jezik Članek v reviji 2023-04-07 10:17:36 2023-04-07 10:17:42 2023-04-08 03:40:09 0000-00-00 00:00:00 2023 0 0 Str. 51-73 no. 1 Vol. 21 2023 0000-00-00 Zaloznikova NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 316.4:330.142.23 1726-670X 10.31269/triplec.v21i1.1403 148175875 Prodnik_TC.pdf Prodnik_TC.pdf 1 A28D118B9020D8878348A095DB80CFC5 8e98a0520cb723b71d364f7dd49b6c4ed7ac2d57310343bb4ec1e15c0f51b4ed d8dd68c0-d51c-11ed-a314-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=167791 https://www.triple-c.at/index.php/tripleC/article/view/1403 0 eb9d9443-d51c-11ed-a314-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=167792 Fakulteta za družbene vede 0 0 0