El consumo como escenario para la ´forja de sí´ en las categorías cuerpo y salud: una mirada desde la psicología humanista existencial

Abstract

"This article raises a theoretical reflection upon the existential values in consumption as a social phenomenon. The existential-humanistic psychology was defined as a theoretical framework and the analysis was delimited towards the body and health, interesting categories for psychology, market, and advertisement. Qualitative research was used with a bibliographic review of hermeneutic kind. These categories allowed the use of notions such as ´care of the self´ and ""forging of the self´, which are necessary for the orientation of men if he or she chooses to, towards a good life´. It was found as a binding theme line the limit as inherent to freedom and responsibility. The study finally allowed to comprehend that the ´forging of the self´ and ´the care of the self´ are framed under this exercise of limit, freedom, and responsibility. Even if within categories such as body and health men and women can dispose of practices for the ´care of the self´, these are crossed by market dynamics orientating for a idealized, medicalized ´body´ and ´health´ and functional towards work and productivity, as well as hedonic pleasure experiences that enslaves him or her and not necessarily points towards a ´forge of the self´."