كيف يدفعوننا إلى الاستهلاك ؟ : ما بين السعادة و المتعة الفائضة

Abstract EN

The current study seeks to provide a theoretical and critical analysis of the mechanisms that drive to desire continuous consumption, in order to obtain the promise of happiness.

This study aims to provide an opportunity to understand the way in which the discourse of happiness and consumption is produced within the framework of the Lacanian approach through the concepts of jouissance and Surplus Enjoyment.

As a conceptual framework that may introduce a different understanding of the collective consciousness, that is constructed by managing consumption desires associated with the pursuit of happiness, which is obtained through false fantasies that produce a lack and a perpetual need for consumption; This is to reveal how the conditioned symbolic desire for consumption is stimulated through advertising fantasies.

that is supported by the partial pleasure that pushes us towards consuming more products, as well as consuming promotional ads as well.

While the paper attempts to raise two main questions: Why do we desire what others desire? Why is happiness considered an obligation and an essential in contemporary societies? Finally, this paper sheds light on the consumption of happy experiences as a postmodern approach against the values of consumerism.