Ambivalence: happiness and disappointment in the consumer society - the consumer discourse on the social site Reclame AQUI

The bases on which consumer society is founded are ambivalent: consumers shift from the promise of happiness to heartrending deception. The new forms of sociability generated by contemporaneity and the advancement of online social networks create the urgent need to think about the administration of differences and respect for the alterities within this contradictory context. Thus, we analyze the scenography of frustration of users of the Reclame AQUI platform, inferring, through the Discourse Analysis of French Tradition, some disappointments that inhabit the online world in relation to consumption experiences.