Consumo conspicuo y semiosis social: una interpretación hermenéutica del valor relacional en los bienes Veblen
Resumen
El presente artículo analiza el consumo de bienes Veblen desde un enfoque de economía política estructural, integrando economía conductual, teoría de la identidad y semiótica del consumo. Se plantea como hipótesis que el valor de estos bienes no es intrínseco, sino relacional, emergente de procesos de significación social mediados por narrativas económicas y estructuras simbólicas. Metodológicamente, se adopta un enfoque cualitativo hermenéutico basado en el análisis del discurso publicitario de marcas globales, utilizando fuentes primarias como informes de valor de marca (Interbrand, Kantar) y gasto publicitario (Statista, WARC). El marco teórico articula los aportes de Akerlof sobre economía e identidad, Shiller sobre narrativas económicas y Baudrillard y Barthes sobre el consumo como sistema de signos. Los resultados evidencian que la publicidad configura dispositivos simbólicos que transforman bienes en signos de distinción, reproduciendo jerarquías económicas y culturales. Se concluye que el consumo conspicuo constituye un mecanismo estructural de reproducción social, con implicaciones críticas para la teoría del consumidor contemporánea.
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Derechos de autor 2026 Francisco Fabiany Molina Bustos , Jenny Alejandra Pérez Páez
Esta obra está bajo licencia internacional Creative Commons Reconocimiento 4.0.
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