Interesting to me in speech two opposing groups, the activists and advertising professionals, i tried to construct a sociology of their worldviews and bring these analyzes concepts of ideology and utopia. The approach is qualitative, it favors the non-participant observation with community activists and discourse analysis products during semi-structured interviews or on the occasion of publications. This sociological work is organized around the triptych self, the other and the world. Vision itself, or the speech itself, as individuals and as a collective, deploys identification issues, efficiency, pleasure, purpose and commitment. Through vocational two figures, one of the fighter and that of the artist, actor reinforces its identity, in the sense of self-definition, legitimizing the role it gives to society. Thus, the self-legitimation takes place in the construction of collective belief and begins the process of legitimizing a view of the world, whether in agreement or break with the existing system. The gaze of the other refers to a definition and description of the opponent, but the speech also reveals some manipulation of the other, the other thought as a way to be heard and to gain legitimacy the public eye. Finally, the concepts are surveyed in the presentation of self and the other are therefore faced with a more general discourse, a view of the world and society. The speech is evidence of manufacturer stating what is and what should be. Advertising becomes the element that begins a critical towards the liberal economic system. Ideology and utopia are thus analyzed as two dynamic both opposite and complementary, as if ultimately look at the world, it was already implementing a willingness to put in order.
