Experiências de excesso do consumidor digital:

desejo e gozo na contemporaneidade

Abstract

This article aims to explore the scope of excess within the consumer society inflamed by digital platforms (e-commerce), the advertising strategies of seduction that support the constant renewal of products, the anguish as a consequence of excessive novelties and the enjoyment facilitated by access to these goods on digital. Through a semio-psychoanalytic approach, this article permeates the relationship between jouissance in consumption, the advertising rhetoric guided by affections and the new demands of consumers in the face of the friction of speed between the physical and digital environments. Examining specifically digital advertising campaigns that show such changes and subjective affective transformations within the logic of consumption, the article demonstrates aspects of the socio-cultural impacts on the need to create desires through the accelerated renewal of goods and the demand for satisfaction through consumption of the modern subject.