The Ultimatum of Pleasure

Download or read book The Ultimatum of Pleasure written by Arsen Dallakyan and published by Rowman & Littlefield. This book was released on 2017-07-11 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is dedicated to the research of the “pleasure phenomenon” as the most important factor in individual and socio-cultural development. In a society of mass consumption, pleasure—having turned into a commodity and a means of manipulation—defines civilizational development. The authors theorize that the pursuit of pleasure can destroy one’s self, culture, and environment. The recent rapid technological expansion has turned pleasure into a societal challenge. This study emphasizes the necessity of intrinsic transformation of marketing in the 21st Century which would shift the focus from seeking pleasure to controlling desires in a way that would benefit self, society, and the world.