ABSTRACT
In 1967, Paul Ricoeur was named to teach at the University of Chicago and held this position until 1992. Ricoeur then served as a Dean and was assaulted by a student who dumped a wastepaper basket on his head in the aftermath of the student riots in Paris. Ricoeur never accepted any version of a substance dualism in the person that the Cartesian cogito or the Kantian transcendental subject would require. The structure of Ricoeur's account of agency can therefore be characterized by the capability that exists at the point of convergence between the voluntary and the involuntary structures of will and action. Ricoeur's philosophy addresses many issues related to consumption studies. The main conviction of Ricoeur is that language makes the self transparent to itself. In The Rule of Metaphor, Ricoeur argues that there is a linguistic productive imagination that generates and regenerates meaning through the power of metaphoricity to state things in new ways.
