Drawing on the seminal works of Jurgen Habermas, Axel Honneth, Andre Gorz, and Shoshana Zuboff, this article searches in the Marxian tradition for clues to assert claims that the struggle for an emancipatory consciousness and practices must include the workplace. This article examines the kind of arguments that might open the way to reclaim the…

Advertising plays on the broad feelings of alienation (defined as an individual's frustrated or estranged responses to economic and sociological phenomena which affect that individual's place in society) which are endemic to the American consumer society and are, in Marxist views, symptomatic of any capitalist system. By generating anxieties and…