The objectification of mankind in consumerist societies: A post-Lacanian perspective

Abstract

The paper outlines the effects of consumerism on the human subject and human bonds. The present text discusses, through Freud’s conceptualization of “object,” the process leading to a possible objectification of mankind in consumerist societies. Later, Hegelian arguments are also used in an effort to differentiate “object of consumption” and “object of desire,” which are often interpreted as synonyms. Finally, contemporary authors are brought to the discussion to reflect on the effects of this confusion on contemporary subjects and their possible objectification. One might ask, then, whether the logic of consumption offers the illusion of omnipotence that places man in the position of master, that is, the illusion of independent consciousness. But isn’t the individual actually being enslaved? Thus, from the reading of Hegel, Freud, and Žižek, we think that this is what transforms the subjects dominated by consumerism into objects of consumption themselves. We believe that the wager of psychoanalysis in the Lacanian perspective is based on the immortality of desire and the responsibility of the subject for their choices. The analyst at work has the possibility of interpreting a discourse, that is, interpreting the surplus of jouissance, the modes of enjoyment of each discourse.

Key words:

• object
• desire
• consumerism
• enjoyment

Additional information

Notes on contributors

Jacqueline Oliveira Moreira

Jacqueline Oliveira Moreira is a psychoanalyst and a professor on the graduate program in psychology at the Pontifical Catholic University (PUC) Minas, Belo Horizonte, Brazil. She holds a PhD in clinical psychology from PUC São Paulo, a Master’s in philosophy from the Federal University of Minas Gerais. and a CNPq Productivity Scholarship.

Angela Bucciano do Rosario

Angela Bucciano do Rosario is a psychoanalyst in Belo Horizonte, Brazil. She holds a Master’s and a PhD in psychology, both from the Pontifical Catholic University Minas.

Fuad Kyrillos Neto

Fuad Kyrillos Neto is professor on the graduate program in psychology at the Federal University of São João Del Rei, Brazil, and holds a PhD in social psychology from the Pontifical Catholic University São Paulo.