A formação dos ideais numa cultura narcísica

Abstract

The paper discusses the formation of ideals in the context of the "Narcisistic Culture". It brings an analysis of the psychosocial implication of this process, which is basead on consumerism as a source of identity that replaces the old ethical, cultural and political logic of modernity. The concept of ideal is analysed both through psychological structure and cultural perspective in order to establish the relationship between the Freudian studies on the Mass Psychology and the social bonds created by the "Consumerism Culture". The author argues that such analysis show the fragmentary and regressive state of the individual identities fostered by the economic market, as well as the impotency created by the realisation of the impossibilities of achieving the ideals proposed by the advertising industry. This reinforces the narcisism of the individual and weaken the social relations.