According to the Colombian Ministry of Defense nearly 17,000 members of the Revolutionary Armed Forces of Colombia (FARC) demobilized between 2003 and 2013, this dissertation examines the way the Colombian states uses sophisticated consumer marketing strategies and military intelligence tactics to persuade insurgents to abandon the armed struggle. Through an ethnographic analysis of the Program for Humanitarian Attention to the Demobilized and the lives of ex-combatants, this dissertation analyzes the changing definition of demobilization and the feedback between late capitalism and counterinsurgency. / Anthropology