Khmelinin Aleksey
The article examines basic features of neo-liberal discourse, and describes main components of neo-liberal doctrine. Special attention is paid to the analysis of “left” criticism of neo-liberalism, presented in the works of D. Harvey, P. Dardo, K. Laval, N. Khomsky, S. Zhizhek, etc. It is noted that neo-liberal discourse is directed strategically toward constructing of new subjectiveness, which interiorize principles of competitiveness and jouissance. The article reveals manipulative peculiarities of neo-liberal media-discourse. The discourse of neo-liberalism is presented as a variation of the Soft Power.
Keywords: discourse, neo-liberal discourse, constructing of subjectiveness, manipulative technologies, Soft Power, jouissance.