In the complex framework of the capitalist system, emotions play a fundamental role in people's daily lives. Throughout the history of humanity, the relationship between capitalism and emotions has evolved significantly, to the point of influencing the formation of what some scholars have called "homo sentimentalis". To thoroughly understand this interaction between the dominant economic system and the emotional universe of individuals, it is necessary to delve into the analysis of how emotions have been shaped and exploited in the context of contemporary capitalism.
Emotions and Capitalism: An Intrinsic Relationship
Since its beginnings, capitalism has been closely linked to human emotions. The operation of this economic system is based on supply and demand, competition and the constant search for growth and profit. In this scenario, emotions play a crucial role, since they influence consumption decisions, advertising strategies and the construction of identities through the acquisition of goods and services.
Consumerism and Emotions
Consumerism, as a fundamental pillar of capitalism, is nourished by human emotions to maintain constant growth. Advertising campaigns are designed to appeal to people's emotions, using strategies that seek to awaken desires, aspirations and needs through the association of products with positive emotional states. Advertising uses joy, happiness, seduction or security to influence purchasing decisions, thus creating an emotional connection between individuals and brands.
Emotion as Merchandise
In capitalist society, emotions have been commodified, becoming just another product that is bought and sold in the market. From the entertainment industry to consumer psychology, an entire industry has developed around the management and manipulation of human emotions. Movies, music, self-help books or emotional coaching courses are just some examples of how emotions are commercialized today.
The Rise of Homo Sentimentalis
In In this context of emotional capitalism, what some theorists have called "homo sentimentalis" has emerged: a subject influenced and shaped by his emotions, whose identity and behavior are largely determined by the emotional experiences he lives in a capitalist environment. . This new type of individual is characterized by their constant search for emotional gratification through consumption, self-expression and connection with others through social networks and digital platforms.
The Construction of Identity
One of the most relevant aspects in the formation of homo sentimentalis is the construction of identity through emotions. In a world where personal image and self-esteem are strongly influenced by consumption and exposure on social networks, emotions play a determining role in shaping the identity of individuals. The search for external validation, the fear of rejection or the anxiety of fitting into certain standards of beauty or success are some of the emotions that guide the decisions and behaviors of this new type of subject.
Emotional Consumption
Emotional consumption has become a common practice among homo sentimentalis, who seeks in products and services not only the satisfaction of material needs, but also emotional gratification. The purchase of certain goods or participation in leisure activities become a way of managing and expressing emotions, of building an emotionally attractive identity and of connecting with other individuals who share the same emotional experiences.
The Challenges of Homo Sentimentalis
Despite the advantages and comforts that consumer society offers for homo sentimentalis, there are also a series of challenges and negative consequences derived from the overexploitation of emotions in contemporary capitalism. . Among the main challenges faced by this new type of individual are emotional alienation, chronic dissatisfaction, emotional dependence and loss of authenticity in interpersonal relationships.
Emotional Alienation
Overexposure to emotional stimuli through the media, social networks and advertising can generate in homo sentimentalis a feeling of disconnection with their own emotions, making it difficult to authentically express their feelings and emotional connection with others. the rest. The constant search for external gratification can lead to a loss of the capacity for introspection and emotional self-knowledge.
Chronic Dissatisfaction
Consumer culture and the constant search for positive emotions can generate in homo sentimentalis a feeling of chronic dissatisfaction, since ephemeral and superficial emotional experiences leave an emotional void that can only be temporarily filled with the acquisition of new products or participation in leisure activities. This endless search for emotional gratification can lead to a cycle of constant dissatisfaction and a feeling of existential emptiness.
Emotional Dependency
Homo sentimentalis can develop a strong emotional dependence on external stimuli , constantly seeking validation and approval from others to feel safe and accepted. This dependence on the opinions and judgments of others can undermine self-esteem and self-confidence, generating emotional vulnerability that makes it difficult to build solid and authentic interpersonal relationships.
Loss of Authenticity
In a context where social networks and digital platforms encourage the projection of an idealized image of life and personality, homo sentimentalis may experience a loss of authenticity in their interpersonal relationships. The pressure to maintain an emotionally positive and attractive appearance can lead to a lack of sincerity and honesty in communication with others, making it difficult to build bonds based on trust and emotional authenticity.
Conclusions
In short, the interaction between emotions and capitalism has generated a new type of individual, homo sentimentalis, whose identity and behavior are strongly influenced by the emotional experiences that he lives in an environment dominated by consumption and instant gratification. While emotions play a crucial role in people's daily lives, it is important to reflect on the challenges and negative consequences that can arise from the overexploitation of emotions in the context of contemporary capitalism.