Un simbolo efficace, fra religione e consumi

Abstract

Sociologists, experts and various researchers have found an obvious term to define all this: christmasization. It is precisely this continuous process of marketing and communication, with minimal ups and downs, that has for some time now been covering our individual and collective existence, our social experience, restructuring desires, inducing needs and glorifying them as strictly necessary. Our social experience, the restructuring of desires at their roots, the induction of needs and the glorification of them as strictly necessary. It is the idea of the continuous, incessant party which, by erasing any difference between work and leisure, makes work into leisure, occupation into recreation. Consumption is a social duty rather than an individual right. Spending and spreading is the way to construct our stupid patchwork identity, to be able and know how to claim any subjectivity as long as there is one. It is a permanent celebration, a duty to enjoy, an imposed pleasure. At the cost of depression, isolation, general derision: buy to believe.