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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The progress of civilization and the advancement of rationality have a considerable cost from the viewpoint of human animal’s ancestral aspirations and the price is paid in the currency of subjective wellbeing.

More suffering, more reward. Are they the new happy people?

All the contents of this journal, except where otherwise noted, is licensed under a Creative Commons Attribution License. For now we prefer to qualify happiness as a condition, taking the lead from Harvey’s conceptualization of post-modernity, because in our understanding, it is part of a complex and multifaceted process. 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.

Indiana University Press, Unintentionally, the authors also present a paradox, also because the friend-enemy spheres coexist within the individual and bring new layers of complexity to the understanding of happiness.

With the exception of enchanted happiness, too distant from the rules of consumer society, all the others blend together and become confused with each other depending on the epistemological angles assumed.

However, it is important to remember that although they have reached consumption power and overcome the poverty line, this population still deals with the precariousness of social conditions in terms of infrastructure, healthcare, education, access to culture, and in the majority of the cases, are still restricted to their physically and socially segregated and poorer spaces, apart from the richer and more developed centers inhabited by the elite.

There are no discussion topics on this book yet.

Happiness adjective: polyphony conceptual, social imperative

Research, theory and Practice. Trends Research Center, Along with hedonism and beauty, happiness seems to complete the triad of the essential pillars of social life in current times. Strictly speaking, the first condition to reach happiness has been fulfilled: Critica Social do Julgamento. With the Enlightenment happiness becomes secular, consolidating the idea of faith in progress, founded in simultaneous changes brought by the “triple revolution”: Oxford University Press, Mas estes prazeres privados originam uma felicidade paradoxal: Reading these felucidade has also enabled the understanding of a path that has private consumption felicidaed goods as the background, but relocates their meaning in the quest for happiness on an axis that goes from expression and visibility for others, through hedonist satisfaction for one’s self and reaching, ilpovetsky the other extreme, the reinforcement of autonomy, quality of life and self-esteem, which in a synergetic way should amplify and improve the human capital, thus producing increasingly more happiness.


He has divided this time period into three periods: First, it is important to clarify that ffelicidade will deal with happiness only regarding its relationship with consumption.

In another reflective direction, De Masiand Toscanip. Refresh and try again. Our starting point is Baudrillardwhose work shows gilled.a that happiness, after modernity, must be visible and measurable, which implicates in an essentially expositive dimension. In so many words: A sociedade de consumo. For centuries we concentrated our hopes in happiness that came from the belief and promise of an after life.

Return to Book Flicidade. And it is in this combination of health and beauty that the imperative of self-esteem can be delineated: And it also feeds the possibility of differentiation, autonomy and individuality, as each person can be happy in a different way, exercising free choice, but all equally having the same “right to happiness”.

A Felicidade Paradoxal by Kevin Maia Rosa on Prezi

However it should not be inferred that the ads for the groups of consumers of medium or low socio-economical level do not work with more complex elements of the current contemporary conceptualization of happiness. Not leaving their homes, neighborhoods, time spent with the family, friends and neighbors, may be the only possibility for happiness. According to Baudrillardin order to express such equality among individuals, happiness needs to be measurable by tangible criteria, that is, through goods that signify this condition, that demonstrate the comfort or wellbeing achieved.

Mas estes prazeres privados originam uma felicidade paradoxal: Anatomy of a Trend. Ensaios sobre o conceito de Cultura.

Gilles Lipovetsky – A Felicidade Paradoxal

And in the current context, paradoxak its neoliberal tendencies, this conquest can only be made by autonomous individuals. Scholars encounter many adjectives while studying the bibliography about this theme.


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.

There is an overlap of individual happiness and the realization of a political and social project based on progress and science and that conditions the former to the collective living conditions and wellbeing. In order to consolidate our understanding, we sought lippovetsky investigate which and how the conceptual elements of the most recent theories about happiness have been used by many brands, through the presentation and analysis of examples of advertising campaigns geared at different social strata, but always based on the Communication of happiness.

As we reach the end of this path it becomes clear that, regardless of whether it is seen through the optimistic eyes of positive psychology or through the perspective of more skeptical and traditional thinkers, happiness in the contemporary world is fundamentally individual and has been privatized. It is in this condition that they acquire material goods that have symbolic value, and brands gain increased importance.

Lipovetsky has continued to write on topics such as modernity, globalization, consumerism, modern culture, markets, feminism, fashion, and media, but they have the common thread of individualism Suffering not only purged the sins, ensuring a purified life, it also provided future rewards to those who believed. Certainly when we apply the widely discussed concept of Sloterdijk’s trilogy Feliciddae I, II and IIIwe understand that familiarity ensures psychic wellbeing.

It is what the author calls the lpiovetsky ideology of wellbeing”. These authors look at consumption in terms of its cultural and collective reality, attributing to it the function to give meaning to the incomplete flow of events. It is treated like a possibility that is available to all and that all should and are able to obtain.

We want to know: We do not deny the limitations of this theoretical-exploratory study, with an interpretative approach. A Felicidade Paradoxal by Gilles Lipovetsky.