University of Lethbridge Theses

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Becoming neoliberal: myths, memory and subjectivity in Los 80
(Lethbridge, Alta. : University of Lethbridge, Dept. of Sociology, 2025) Fruhbrodt, Ingrid O.; University of Lethbridge. Faculty of Arts and Science; Mair, Kimberly
This thesis examines the Chilean television series Los 80 as a cultural text that negotiates the tensions of neoliberal subjectivity in Chile. Through critical discourse analysis, and a variety of qualitative approaches appropriate to the study of multimodal texts, this thesis identifies and analyzes three cultural myths articulated in the series and investigates their part in reinforcing or disrupting neoliberal values. By evaluating the interplay of material culture, dialogue and imagery, I argue that Los 80 functions as both a reflection and a critique of the enduring neoliberal framework installed during the dictatorship. I explore the ways in which nostalgia and material culture intersect to naturalize or challenge these ideologies. This work contributes to the broader ongoing discussions between memory, images and identity, which shape the collective understanding of Chile’s present, past and future through popular culture.