CASTRO, J. C. L.
The discourse of hysteria as the logic of mass consumption.
Psychoanalysis, Culture & Society,
v. 21, n. 4,
Resumo: The dynamics of mass consumption, from the 19th century, when its early developments take place, to the 1960s, when the transition to post-Fordist flexible consumption sets in, articulates economic, social, and cultural factors. This article describes the mechanisms of mass consumption in terms of the algorithm of the discourse of hysteria, which for Lacan represents one of the fundamental kinds of social link. In this scheme, the consumer, driven by his lack, directs a question about his own desire to the advertiser, to the models used to seduce him, and to the targets that he, in turn, is encouraged to seduce. It results from this interpellation a knowledge that attempts to deal with the consumer desire and that projects itself on the universe of merchandises. Such a process generates partial enjoyment and at the same time dissatisfaction, and both motivate it to repeat itself indefinitely.
Palavras-chave: mass consumption, discourse of hysteria, desire, enjoyment, advertising, Lacan.