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Download Gilles Lipovetsky – A Felicidade Paradoxal. Reseña de “A felicidade paradoxal: ensaio sobre a sociedade de hiperconsumo” de LIPOVETSKY,. Gilles. Matrizes, vol. 1, núm. 2, abril, , pp. In , Gilles Lipovetsky, French philosopher, professor of philosophy in A sociedade da decepção (Manole, ) and A felicidade paradoxal. The first is an.

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Le bonheur paradoxal, essai sur la société d’hyperconsommation – Culture Next

The present text sought to understand the transformations of the concept of happiness and to contextualize it in the realm of contemporaneity and the values of consumer society. What senses outline them? Mas estes prazeres privados originam uma felicidade paradoxal: The discussion is updated with reflections on LipovetskyGianettiDe Masi and Toscanibut Freire Filho is the one that brings the definitive contribution to our critical and theoretical re framing of the theme.

Such centrality of individual subjectivity sets aside important questionings about the social context and its circumstances and any reflection in this lipovetksy is considered an attempt to excuse a lack of effort to reach happiness individually. With uncertainties about the future and moreover, uncertainties about the possibility of the future actually being better than the past, happiness has become the center of attention and of experiences, becoming part of the present.

Thus instead of asking whether I am happy, an useful question is ‘how can I be happier? Meanwhile the loss of self-esteem is the “big ghost” that has become an parzdoxal for individuals today BIRMAN,p. This part of the work is dedicated to contextualizing the different qualifiers of happiness, revisiting the authors that studied the concept.

Although positive psychology is not concerned about tracing a definitive conceptualization of happiness, stating that it may “encompass a variety of positive emotions”, through its studying in-depth research, Freire Filho was able to capture the essence of all ways the concept is used, stating that “for positive psychology happiness is one of the possible synonyms for the different levels of satisfaction we obtain when we explore in the many senses of the word the best in us, prospering everyday, in any lipvoetsky FREIRE FILHO,p.

Note that all elements listed here as constituting happiness are subject to the person’s exclusive handling and management, as required by praadoxal neoliberal ideology, and are not associated with social, economical conditions or any factors extrinsic to the person.


And thus we arrive at the era of “compulsive and compulsory” happiness. Reworking and updating its advertising campaign, based on a play with words, the company felicidzde expresses the precepts of positive psychology, strengthening the ideal of individuality and autonomy.

Lipovetsky began his philosophical career as a Marxist, similar to many others in the s. An increasing number of studies corroborate the image, already widely divulged in Brazil and internationally, that Brazilians have extraordinary joie de vivre and that, even among the underprivileged, this state of mind is contagious 7.

Companhia das Letras, First, it is important to clarify that we will deal with happiness only regarding its relationship with consumption. He has divided this time period into three periods: Without a doubt things seemed simpler when we were comfortably satisfied and used to the idea that happiness was located in a distant future life, after our deaths; that the suffering, disappointments and sadness of our reality, as well as the challenges of the daily routine, were temporary and to be compensated for or rewarded in eternity.

However, the path taken was fruitful to broaden the historical and evolutionary understanding of the concept of happiness and how it can manifest itself on a contemporary socio-cultural expression, namely Advertising.

Living with the complexity of possibilities is a realization. The past decade has seen an increasing use of happiness as argument for advertising campaigns and strategic positioning of various brands. Its time is not yet the present per se: There are no discussion topics on this book yet.

We will explore happiness within the realm of consumption, how it is constructed, pursued, consumed, and how it is represented in Advertising. Open Preview See a Problem? The project of social happiness through changes based on political struggle seems to have lost steam in face of the value given to individuals since the end of the last century, something fueled by the unmistakable establishment of consumer society. A sociedade de consumo.

The country’s population experiences profound social, topographic and economic hardships and still carries the title of happiest people in the planet, which establishes the paradox: Happiness will equalize society and democratize it, but in an entirely depoliticized way, transferring its accomplishment locus to the individual in lieu of collectivity, distancing itself from the latter as a manifestation.


Aspired by all, these desires elevate our quotidian expectations to the highest levels.

Just a moment while we sign you in to your Goodreads account. With lilovetsky, some relevant questions emerge, which we seek to answer through theoretical research and the semiotics analysis of campaigns.

In this sense, this paper explores the role of this professional, the Chief Culture Officer COOand how he can benefit from the application and the development of trends studies. This book is not yet featured on Listopia.

The first finding in Freire Filho’s severe criticism to what he calls “new happiness sciences” is the gilles.a of the individual character of happiness in the contemporary world, already pointed out delicidade the authors mentioned above, but intensified by almost solitary accomplishment and responsibility: Fernando rated it did not like it Jan 10, Life in the present has overcome the expectations of the historical future, and hedonism takes precedence over political activism; the fever of comfort has replaced nationalistic passions and leisure has replaced the revolution.

Although it does not antagonize consumption “for others to see” and social distinction, this modality turns the act of consumption to the sphere of enjoyment, with predominance of sensations as well as quality of life and health: Gilles Lipovetsky born September 24, in Millau is a French philosopher, writer and sociologist, professor at the University of Grenoble. It was possible to identify that this is an advertising theme that breaks with all social restrictions of gender or age.

Le bonheur paradoxal, essai sur la société d’hyperconsommation

O imperativo de ser feliz na contemporaneidade. Although the focus has returned to the individual sphere, Baudrillard warns us that felicidaade in consumer society has nothing to do with a spontaneous view in which every individual naturally wants to be accomplished on his own. He has divided this time period into three periods: Its message is clear: Translated by Daniela Kern and Guilherme F.

A Felicidade Paradoxal by Gilles Lipovetsky.