The present work makes an analysis on the contemporary consumer society and on the new relationships as well as new social processes that have been produced in its context. Despite some classical thesis that comprehend consumer society's expansion as a massification/homogenization process and that oust the individual as a subject of the social process, for example, some approaches of the Frankfurt School, especially in Adorno's and Hokheimer's works, we intended to discuss how we could comprehend the movement of consumption expansions as an inverse movement, essentially marked for an individuation process that takes place in new forms of construction of identities and subjectivities in the contemporary society. The theoretical scheme produced by the American sociologist John Thompson (1995) was used to comprehend consumer society as a "structured social context" from where "symbolical forms" are constructed as expressions of social subjectivity.
consumer society; contemporary culture; identities; individuality; subjectivities