“Do you do what makes you happy?” So, “open happiness”: the similarities among narratives of advertisements on television and of people that changed their career

• Autor(a) principal: Siciliano, Tatiana Oliveira
• Data de Publicação: 2016
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: RECIIS (Online)
• Texto Completo: https://www.reciis.icict.fiocruz.br/index.php/reciis/article/view/1003
• topic: Professional trajectories; narratives about happiness; advertisements on television; subjectivity; consumer.; Trayectoria profesional; narrativas sobre la felicidad; publicidad en televisión; subjetividad; consumo.; Trajetórias profissionais; narrativas individuais sobre felicidade; propaganda em televisão; subjetividade; consumo.

This article proposes a reflection on the happiness category and the welfare of people expressing how they are embedded in the logic of the modern consumer, based on the comparison of 20 narratives of people from middle class who have changed their careers and narratives of advertisements on television and happy ending of soap operas. My hypothesis is that there are similarities between the stories of who have changed intentionally its career and the consumer logic because consumption might be seen as an expression of the consumer identity. The metamorphosis in careers aims more authentic experiences and the conquest of happiness and welfare. Thus, in addition to providing sustenance, the work must ‘express the workers themselves’.