O capital entre aparência e essência: mercantilização da "causa das mulheres" e expropriação da força de trabalho feminina.

Abstract

This dissertation examines the phenomenon of the commodification of the womens cause as a survival tactic of capital in contemporary times, seeking to build, in the world of appearances, a self-image as an ally of women and project it to public opinion insofar as, in essence, exploits, dominates and violates thousands of women who are at the social base of its productive structure expanding the forms of expropriation of the female workforce under neoliberalism and the emptying of the female struggle, like the two large companies analyzed in this context, Avon and Natura. This phenomenon is part of the dynamic development of the capitalist mode of production itself, which, by virtue of the degree of concentration it has reached since its imperialist stage, has become more complex in terms of expanding its forms of domination in a process in which the facts of culture take on particular importance which operate in a historically original way in postmodernity. In the struggle for hegemony, capital acquires a broad capacity for reification from the accumulation of experience (material or subjective) in an attempt to block, contain and channel the various social forces and cultures of opposition that flourish against its logic of domination, especially with the development of the phenomenon of political aestheticization capable of suppressing, from the dominance of bourgeois ideology, the social contradictions caused by capital and promoting their spectacularization, just as it does in relation to the womens cause. In this sense, postmodernism is conceived as an important tool of domination for maintaining and deepening the state of ideological confusion and dismantling the ranks of women's work in a context in which the forces of capital are globalized (and organized) as never before, whether by institutional means or through their private apparatuses of hegemony unfolding into urgent political implications for women in the 21st century.