(1844)CONSUMER SOCIETY, COMMODIFICATION OF CHILDHOOD ANDCURRENT CHALLENGES FOR EDUCATION

摘要

This paper discusses the current challenges facing education, given the growing process ofcommodification of childhood by consumer society. From the presentation of key concepts such asalienation, competition, consumption and new electronic media, elements that shape social relationsof contemporary society, the paper first discusses the process of social reification as a phenomenonleading to the creation of a society dominated by production and distribution of goods. Secondly theanalysis focuses on the school as an important locus of production and reproduction of market forcesand the constant process of transformation of education into a commodity. The new media are thenanalyzed as essential tools in this new phase of development of productive forces, with discussion ofalternatives for confronting this phenomenon by the school, among which the need for ongoinginvestment in the critical and reflective skills of the students stands out, seen as the only effectiveinstrument against the process of alienation. The article then analyzes the need for professionals inthe school environment who are qualified to develop this work, as well as the importance of integrationof the whole school community in a political pedagogical project for this purpose.