To accept the metaphor of objects of consumption as signs is to admit that these objects establish a relationship in which the meanings are interchangeable, not only amongst objects but also between objects and subjects. From Baudrillard’s perspective, who considered the objects of consumption as signs, we propose a theoretical reflection that seeks a plausible answer to the question of how the object’s production of meaning process occurs in consumer society. Through bibliographical research, we place in dialogue consumption theorists and language and discourse theorists to investigate the imbricated relationship between the subjects and the objects of consumption.

Abstract

To accept the metaphor of objects of consumption as signs is to admit that these objects establish a relationship in which the meanings are interchangeable, not only amongst objects but also between objects and subjects. From Baudrillard’s perspective, who considered the objects of consumption as signs, we propose a theoretical reflection that seeks a plausible answer to the question of how the object’s production of meaning process occurs in consumer society. Through bibliographical research, we place in dialogue consumption theorists and language and discourse theorists to investigate the imbricated relationship between the subjects and the objects of consumption.