The discourse of hysteria as the logic of mass consumption. Issue 4 (December 2016)

• Record Type: Journal Article
• Authors: Castro, Julio
• Is Part Of: Journal for the psychoanalysis of culture and society. Volume 21:Issue 4(2016)
• Page Start: 403
• Page End: 421
• Publication Date: 2016-12
• Subjects: mass consumption -- advertising -- discourse of hysteria -- desire -- enjoyment; Psychoanalysis and culture -- Periodicals; Psychoanalysis -- Periodicals; 150.19505
• DOI: 10.1057/s41282-016-0003-2
• Languages: English
• ISSNs: 1088-0763

Abstract

Abstract The dynamics of mass consumption – from the 19th century, when its early developments took place, to the 1960s, when the transition to post-Fordist flexible consumption set in – articulate 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 links. 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. This interpellation results in a knowledge that attempts to deal with the consumer's desire and projects itself on the universe of merchandise. Such a process simultaneously generates partial enjoyment and dissatisfaction, and both motivate it to repeat itself indefinitely.