The principle of pleasure: the hyperconsumerism as escape in times of liquid modernity

Authors

DOI:

https://doi.org/10.11606/issn.1984-5057.v10i2p70-78

Keywords:

Liquid modernity, Hyperconsumerism, Consumption, Muji Art

Abstract

This article discusses the contemporary panorama, in which rooted traditions are diluted both technologically and in interpersonal, intrapersonal and consumption relations, based on Bauman’s works Liquid modernity and Consuming life, which are analyzed and related to Gilles Lipovetsky’s theory of hyperconsumption. For this study, we used bibliographical research and analysis of contemporary Japanese works of Muji art, which breaks up the principle of liquid, accelerated and individualistic consumption, typical of these days.

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Author Biographies

  • Eliã Siméia Martins dos Santos Amorim, University of São Paulo

    Doutoranda em Ciências da Comunicação pela Universidade de São Paulo (USP). Professora assistente da Universidade do Estado da Bahia (Uneb).

  • Elis Rejane Santana da Silva, University of São Paulo
    Doutoranda em Ciências da Comunicação pela USP. Professora Assistente da Uneb.
  • Jéssica Rosa, University of São Paulo
    Mestranda em Têxtil e Moda pela Escola de Artes, Ciências e Humanidades (EACH) da USP.
  • Clotilde Perez, University of São Paulo
    Professora Livre Docente de Publicidade e Semiótica da Escola de Comunicações e Artes (ECA) da USP. Líder do Grupo de Estudos Semióticos em Comunicação, cultura e consumo (GESC3). Editora da revista Signos do Consumo.

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Published

2018-07-12

Issue

Vol. 10 No. 2 (2018): Consumo e suas sensorialidades: do visual, do verbal e do olfativo

Section

ARTICLES

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.

Licença Creative Commons

 

How to Cite

AMORIM, Eliã Siméia Martins dos Santos; SILVA, Elis Rejane Santana da; ROSA, Jéssica; PEREZ, Clotilde. The principle of pleasure: the hyperconsumerism as escape in times of liquid modernity. Signos do Consumo, [S. l.], v. 10, n. 2, p. 70–78, 2018. DOI: 10.11606/issn.1984-5057.v10i2p70-78. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/144828. Acesso em: 7 feb. 2026.