The Lonely Love in the virtual world

Influences of capitalism in contemporary affective relations

Abstract

The present society is marked by the artist capitalism (LIPOVETSKY; SERROY, 2015) that captures the imaginary of the subject through symbols and ideal images. By transforming emotions, desires, and sensations into commodities sold in batches, artist capitalism is closely connected with the increasing unease in contemporary subjects. In relation to the love links in postmodernity, as a result of analyzes by authors such as Bauman (2005), COSTA (1998), GIDDENS (1993), we are no longer under the hegemonic empire of romantic love, nor can we be explained only as producers of a net love. In this article, we propose the term "solitary love" to try to exemplify the influences of artist capitalism in the production of the amorous ideal in contemporaneity. Fruit of the exacerbated individualism and the extreme narcissism provoked by the market, solitary love is the love that feels alone, in helplessness, without being able to establish the bond that is expected.