Emotion as consumption: Subjectification and Assemblages

Abstract

n this article we argue that the concept of emotion has mutated into mere consumption, and we explore the processes of subjectification involved. We start by outlining the transformation of an industrial society into a post-industrial one. We then show the usefulness of Deleuze and Guattari’s concept of ‘assemblage’, insofar as it problematizes the material, social and semiotic aspects involved

Keywords

• Consumption
• Emotion
• Subjectification
• Assemblage