IMÁGENES DEL BIENESTAR: LA CONTEXTUALIZACIÓN ECONÓMICA
La economía es determinante por lo que respecta a la construcción de la noción de bienestar y a su imposición como referencia universal.
Uno de los rasgos fundamentales que caracterizan la modernidad occidental es la construcción de la economía como una esfera social separada, autónoma y dominante, realidad que suele expresarse, por ejemplo, mediante la idea de que todo es mercancía; pues, en efecto, como señalara Kart Polanyi, la nuestra es una sociedad de mercado.
Para ceñirnos a nuestro tema, es decir, a la construcción del bienestar como noción económica, señalemos ello ha sido posible a partir de la propia construcción de la economía como Ciencia Social, de modo que las nociones que esta disciplina ha creado, han sido dotadas de una legitimidad científica y, por lo tanto, de una objetividad, que las han hecho indiscutibles. La historia del ascenso del bienestar como compendio de la situación deseable para cada individuo, ha ido en paralelo con el desprestigio y el arrinconamiento de la noción de felicidad. El bienestar es material, objetivo y cuantificable, mientras que la felicidad es espiritual, subjetiva y enormemente imprecisa. Mientras que el primero goza del prestigio de la ciencia, la segunda se descalifica como perteneciente al nebuloso ámbito de lo espiritual o lo religioso.
Así, Occidente impone, como concepto universal, un bienestar que es, esencialmente, individual y material, y, por ello, perteneciente al ámbito de la economía.
Son efectivamente los individuos quienes son los sujetos del bienestar, una vez transformados de ciudadanos en consumidores, puesto que el bienestar va asociado al consumo: a mayor consumo, mayor bienestar. Hé aquí la regla de oro de las sociedades. Por ello el crecimiento económico(adjetívese como se adjetive), que ha de proporcionar cada vez más mercancías al consumidor insaciable, se configura como el objetivo supremo de los Estados
El bienestar creciente, configurado como indefinido acerbo de mercancías a disposición de todos (mientras puedan pagarlo), se traduce el la imagen de la abundancia que Occidente se da y transmite universalmente al orbe. Grandes almacenes, centros comerciales se han convertido en lugares predilectos del ocio que consiste en la contemplación de la abundancia.
Tener (consumir) es la nueva forma de ser; pero para ello hay que someterse al imperativo del dinero, conseguido de cualquier manera. Enriquecerse es la consigna, y no importan los medios pues, como sabemos, la economía ha sido vaciada de cualquier contenido ético.
Un bienestar sin límites (ni cuantitativos ni morales) espera a todos en la nueva tierra prometida, convertida ahora, en un inmenso centro comercial.
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