Resumen

GALINDO PEREZ, José María  y  LAZARO LOPEZ, José Ángel. The narrative of success. The strategy of humanization in neoliberal film creation. Revista de Comunicación [online]. 2024, vol.23, n.2, pp.107-123.  Epub 12-Dic-2024. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc23.2-2024-3556.

This paper aims to analyze several specific forms of filmmaking very related to neoliberalism as an economic, political, and cultural system, taking as reference the affective turn to explore this link. For this, it will consider the different contributions that from various fields of social sciences have linked the evolution of capitalism with the conquest of the sphere of affections and emotions. It will use the methodology of film analysis to verify in a set of concrete works the features of that relationship. From this intersection between theoretical proposals and case analysis, the article wants to show an expressive strategy based on the humanization of certain behaviors through the cinematographic narrative, which normalizes some attitudes and values due to decisions that operate on the construction of the story and the aesthetics of the work. This strategy will be verified in three very significant films: The Social Network (Fincher 2010), Steve Jobs (Boyle 2015), and The Founder (Hancock 2016).

Palabras clave : neoliberalism; affective turn; capitalism; cinema; film analysis; narrative; success.

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