Semiotics of emotions: the centrality of consumption in the formation of imaginaries and as a source of emotions. Semiótica de las emociones: la centralidad del consumo en la formación de imaginarios y como fuente de emociones

Abstract

The text presents the results of theoretical research on human emotions, an articulation between Peirce's semiotics, the anthropology of the senses and psychoanalysis, understanding the centrality of consumption in the formation of imaginaries and, of course, as a source of emotions. It proposes a discussion on the connections between sensations, feelings and emotions, in a multiple view. The reflections continue from the understanding of consumption as a ritual of construction and circulation of meanings, much broader than mere commercial transactions. It seeks a look that dialogues with the European tradition and the Latin American theoretical contributions, with a view to the pertinence of the contributions to the epistemologies of the global south. The conclusions follow through the understanding of consumption as an expression of identity, self-knowledge, citizenship, well-being and love, without leaving aside the criticism of its limits. Thus, beyond the formation of imaginaries, the advertising ecology, language of consumption, becomes a privileged source of contemporary emotions.