Abstract

COUGO, Raquel Horta Fialho do Amaral  and  TFOUNI, Leda Verdiani. The constitution of the subject in postmodernity and consumerism. Rev. Mal-Estar Subj. [online]. 2011, vol.11, n.3, pp.1189-1216. ISSN 1518-6148.

This article aims at establishing a relationship between consumerism and the changes observed in the process of the subject's constitution in postmodernity. To this end, I will discuss the capitalist discourse, pointing to the presence, within its logical structure, of an invitation to a complete happiness through the acquisition of goods. We will see that it is through the aggregation of value to these objects, a surplus-enjoyment, in Lacan's words, and raising them to the status of object "a" that the capitalist discourse gives destination to its production. Our observations about the capitalist's discourse will lead us to question the reasons why such discourse has a significative adherence in our present culture. In order to base a possible answer to this question, I will highlight in Lacan's works the concept of psychoanalytic subject, underlining the relevance of an impossible point - castration - for its structuring. I will also point out the destiny given by modern science to this "impossible point" as it is conceived by psychoanalyses till the process of forclusion of the subject. The article also deals with the advent of modern science discourse in contemporaneity, as well as its effects on the constitution of subjects, showing that these effects are related to a suspension of limits, in a limited logic and, therefore, distinct of castration. The essay ends with the observation that the postmodern subject will tend to direct towards promises of intense and uninterrupted satisfaction, which could explain the present success of capitalism's discourse inviting to an instantaneous happiness.

Keywords : Subject; science discourse; capitalism; consumerism and unlimited.

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