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On Christmas Eve, the world often still seems fine
Photo: imago / Panthermedia
This text first appeared in December 2018.
SPIEGEL:
Ms. Illouz, as a sociologist you researched how emotions are marketed in modern capitalism and at the same time goods produce feelings.
Christmas, the festival of love, is a particularly good example of this interlinking of emotions and consumption, isn't it?
How did that come about?
Illouz:
For many centuries, Christmas wasn't such an important holiday, it took a while until it became what it is today.
At best, there were gifts from the rich.
What is interesting is that Christmas becomes a celebration of love, gratitude and family the moment it is commercialized.
That fits very well with my thesis that consumer capitalism is inscribed in every corner of our private relationships and feelings.
In order to justify our consumption, the images of the perfect family and the perfect intimacy, which of course are fiction, are constantly evoked.
At Christmas as well as on Mother's Day, Father's Day or Valentine's Day.
All these holidays are determined by consumption and feeling at the same time.
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