Abstract

MANSANO, Sonia Regina Vargas  and  CARVALHO, Paulo Roberto de. The Colonization of Bodies and Affections for Capitalism: A Necessary Debate. Estud. pesqui. psicol. [online]. 2022, vol.22, n.3, pp.1062-1080.  Epub May 06, 2024. ISSN 1808-4281.  https://doi.org/10.12957/epp.2022.69561.

The present theoretical study aims to analyze a consolidated practice in the contemporary: consumption. Far from responding to the satisfaction of basic needs, consumer practices are engendered through surveys conducted by areas such as marketing, advertising and design. They aim not only to know the expectations of consumers, but also to instill in them the pleasure of consuming, using symbolic, affective and subjective elements. The theoretical argumentation of this study, based on Social Psychology, follows the following path: first, we seek to understand the process of colonization through consumption by looking at how they affect bodies and affections. Next, the complex relationship with what we call the alien, which can take colonizing contours, but also engender other sensitivities and ways of linking to the world, is put into analysis. At the end of the study, it is verified how much the contemporary subject is colonized by the media promises of happiness, satisfaction and pleasure that are proclaimed in an idealized way in advertising campaigns in favor of consumption. This gives social psychology the challenge of giving visibility to colonization processes, critically analyzing the aesthetic, affective, economic and political effects generated for the population and for the planet.

Keywords : consumption; colonization; resistance; psychology; sustainability.

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