Comprar y tragar, drogas del siglo XXI

Primark-Primer avance erebo

No es la primera vez que intento llamar la atención sobre esta nueva generación de drogas, diseñadas como acompañamiento de la expansión del neoliberalismo, alienantes y con enorme poder de seducción. Tal es el caso del consumismo exacerbado.

Nuevas presas esperan al otro lado del escaparate, traficantes de  jóvenes que son reclutadas como insignia del progreso.

primark zapatos

La moda asequible es otro gran invento del capitalismo más brutal, consumir sin parar es ahora el objetivo, y la diana, la masa. De esta manera se va instaurando en el ideario colectivo un nuevo concepto perverso, las cosas se usan y se tiran, burlando el esfuerzo que cada prenda y complemento llevan detrás.

Se consume tan rápido que se deja de percibir el trabajo empleado en la elaboración de los artículos y pasan a cobrar interés únicamente los objetos.

Desposeídos éstos de cualquier connotación político-social, la mente se inclina al irrefrenable deseo de tener, de atesorar, de anhelar, de estrenar. Las campañas diseñadas por videntes publicistas se convierten en rituales, espirales sin principio ni fin.

Es una droga aún infravalorada, pero es capaz de uniformar, de crear legiones y de desatar pasiones.

Gusta de acompañarse de comida basura, de azucares refinados, de grasas saturadas, de hormonas sintéticas, «alimentos» a punto de escalar a la categoría de sustancias adictivas.

niño obeso

A mayor masa forestal arrasada, a mayor cantidad de agua consumida, a peores condiciones de los sacrificados por la causa; menor es el precio, y así, van transformando la nutrición en un privilegio, pasando de ser un derecho a un negocio.

Todas en mayor o menor medida somos abducidas y la mente deja de discernir para abandonarse a sus caprichos, arrastrando con ella al cuerpo y cambiando  sentimientos por deseos.

«El enemigo es poderoso, ubicuo, omnipresente, autoreproducible y se expande ocupando cantidades indeterminadas de espacio y de tiempo».

Algunos datos. Primigenia
Primark es una cadena irlandesa de tiendas de moda que pertenece al grupo Associated British Foods. La empresa está especializada en ropa y complementos a precios bajos. La mayoría de prendas que venden se fabrican exclusivamente para el grupo, en 1969 se abrió la primera tienda en la calle Mary Street de Dublín, que recibió el nombre de Penneys. En menos de un año se inauguraron cuatro tiendas más en el área de la capital irlandesa, y en 1971 se abrió el primer local en la ciudad de Cork. Dos años después, el grupo llegó a Reino Unido como Primark, donde fue expandiéndose con el paso de los años. En 2000 Primark aprovechó la retirada de C&A del mercado británico para adquirir sus locales, lo que le ayudó a superar los 100 establecimientos. Desde 2006 Primark ha iniciado un plan de expansión internacional. Utiliza técnicas de supermercado como «líder en pérdidas» que consiste en poner una serie de productos a un precio irrisorio. Sin embargo, la suma de muchos precios reducidos hace que el gasto por cliente no sea muy bajo. Además, se suele acompañar de la compra de algún que otro producto no tan barato y que ayuda al aumento del gasto.

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