Original scientific paper

https://doi.org/10.15378/1848-9540.2022.45.10

Woman, Mother, Queen. On Regulatory Effects of Happiness

Jelena Kupsjak orcid.org/0000-0001-7875-4281 ; Odjel za etnologiju i antropologiju Sveučilište u Zadru

Abstract

Through analysis of advertisement campaigns for a food supplement that promises the
return of happiness, this article problematizes the regulatory effects of the search for happiness
in the context of the transition and popularization of new forms of womanhood in
Croatia. The article points to gendered dimensions of “transition” by analyzing its materializations
in the context of popular culture. With a focus on gendered mental health, the
text builds on Sara Ahmed’s work on the affectivity of social norms and ideals and Lilijana
Burcar’s work dealing with the relations of capitalism and patriarchy in post-Yugoslav space.

Keywords

happiness; medicalization of discontent; repatriarchalization; gendered mental health

Hrčak ID:

287982

URI

https://hrcak.srce.hr/287982

Publication date:

21.12.2022.

Article data in other languages: croatian

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