CRUZ KRONFLY, Fernando. HYPERMODERN SUBJECTIVITY AND CURRENT CAPITALISM: A CRITICAL OUTLOOK. []. , 31, 79, pp.17-26.   17--2021. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v31n79.91959.

This article is the result of an exploratory documentary research, through an essay-type narrative, whose goal is to highlight the relationship between hypermodern subjectivity and current capitalism as the basis of organizations, being these the research object of organizational studies. An argumentative description of the battered legitimacies of both capitalism and socialism is used to reveal the emergence of hyper-modern subjectivity as a protective shield that guarantees the reproduction of capitalism. It is concluded that subjectivity enjoys a life converted into disconnected fragments of the chain of meaning required by every promising utopia of a better future. Under these circumstances, organizational studies are called to rethink the new subjectivity that keeps organizations running. We are witnessing a new subjectivity characterized by a kind of blindness mediated by the subjective interest of consuming and recognizing contemporary capitalism for allowing us not to brutally fall into the precariousness of the libertarian and morally deregulated market. Thus, our work contributes to organizational studies by reflecting on the need to conceive a new administrative thinking that goes against the annulment of exercising freedom and modern legal equality, since these practices legitimized politics and utopic ideas as values of dignity of the human being and life.

: Contemporary capitalism; human condition; hypermodernity; organizational reality; subjectivity.

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