Apuntes para una desublimación del deseo en el Discurso Capitalista: de lo semiótico a lo socio-político

The objective of the present article is to study the effects of the capitalist machinery in its present throws on the desire and the social bond. Recognizing with Plato and Aristotle the mutual involvement between the desire and social-political field, we will show how the depletion of the political (and its ethical component) and its subsequent filling-advertising technology, has prompted a direction of desire as well as the social link from lack of purpose (and the metonymic character of the latter) that determines both ontologically. This will lead to the consideration of "feature linking" of man and his own original unit of an "other", which makes language (vector direction) and desire (vector of satisfaction) and the text flowing through them unconscious, the structural axes of all subjectivity. From here, we will underline how this Other occupied by the Capital, change the law-desire dialectic for all subjectivity (individual or collective) by updating an Orwellian language that imposes an uniform joy by offering consistently objects of satisfaction that "calm" provisionally conditions / infections of desire. In order to develop our approach, we will remark how the validity of the repressive desublimation reported by Marcuse, the semiotic decisions of power formations revealed by Deleuze-Guattari and the absence of a collective enunciation (in view of the potential fission to the significant) outlined by Lacan, are essential in understanding current subjectivity and to consider a single economy that involves his libidinal side with his political side.