Abstract
The article is devoted to the consideration of the image of zombie in two contexts, which are, firstly, the transformation of capitalist figures of production and consumption, and secondly, the transformation of desire and sensuality. Two models of socio-philosophical interpretation of zombies related to the development of capitalism are revealed: the consumer and the proletarian. They concern the discourse of the economic crisis and the disgust to “irrational consumption” and the discourse of the exploitation of the worker by dead labor. It is noted that the image of zombie embodies total alienation, loss of social connection, which is based on emotional affinity, intimacy and affectivity. The figure of zombie is seen as the opposite of the Enlightenment model of human existence, which is characterized by a fundamental multiplicity, sensitivity and taste, which became the basis of a market economy. The image of zombie represents the fear of dissolving human diversity in the identity of desire and corporeality, which is destroyed and appears as “the same”. Zombies embody the instinct and infectivity of being. They denote “naked life”, the signs of which are the right to kill or exploit them. On the other hand, zombies are the embodiment of Use value: an empty post-capitalist, post-proletarian and post-consumer “life” reduced to pure need. Zombies figure represents the inner contradiction of capitalism: on the one hand, the fear of renewing a Labour power that is no longer able to work, and on the other, the fear of losing sensual diversity that suspends the endless process of consumption. Thus, the fear of zombie is a defensive reaction to capitalist existence. On the other hand, it is an adjustment of consciousness, when the coercion to work and consume is based on the fear of becoming a zombie, in the presence of an unconscious willingness to destroy those whom capitalism excludes as zombies.
Keywords капіталізм  зомбі  плоть  споживання  чуттєвість
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DOI 10.26565/2226-0994-2020-62-3
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