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This article aims to analyze the representations of the time now prevailing in the areas of labor and consumption. From our perspective, these performances need to be considered in the context of postfordism, which has created a scenario in which the stability and security of the previous era has become instability and uncertainty, but also in the process of modernization of Western societies, having evolved gradually for individuals of their previous ties of collective ownership by making ever more dependent on administration and market in this way enhance their subjectivities. In this process work and consumption have played a key role. In this process work and consumption have played a key role. Under the conditions of late modernity, as these markets are increasingly volatile and changing, and when the subjects are more dependent on them, but when they feel more independent and autonomous in relation to other collective body, an emerging a concept of time oriented on the present, legitimate objective and that is related to the status of these markets, establishing a temporary emergency and permanent change, and that is subjective to be linked with opportunities for people to construct their identities in a way autonomous and free in an environment as open and as mobile.

Del círculo a la flecha y de la flecha al boomerang. Las representaciones tardo-modernas en las esferas del trabajo y del consumo