Emociónese así.
Emociónese así.

Get Excited Like That. Anatomy of Happiness (with Hidden Publicity)

Emociónese así.

There’s business and there’s being human. The ascetic and the groupie. Moral doctrine and adverts. The perverse and the consensus. These unusual pairs, and a few more, are the main protagonists of Emociónese así:an illuminating guideto subjectivity within a society based upon consumption, which while being clear and dynamic is also kaleidoscopic and musical.

Combining with ease the sociology of emotions, aesthetics, and the most incisive cultural criticism, this seriously happy book explores, with a clinical eye and coloured glasses, the fabrication of sentiment within capitalism. The euphoria of the lottery, the hatred of the State towards the citizen, sub cultural utopias, the vertiginous bet, the epiphany of the market and the moment one discovers, heaven forbid, that one is automated or an android. It contains the complete repertoire of sensory codes, the souls of machines and the digital spirit, creating the sophisticated product which we call the Inner Life®.

Using an original structure which alternates between illuminating definitions and pieces of the best advertising literature, Emociónese así shatters the distinctions that are fundamental to our understanding of the social space. It was a song before it was a book and converts theory into gag. Objects are brought to life and take control of their owners. Publicists become philosophers and thinkers become illustrators. Art, cartoons, and cinema populate these pages, offering a clear introduction to visual contemporary culture. Everyday anecdotes and sensational news stories reveal themselves to be the best evidence while conducting a thorough investigation into the zeitgeist of today’s age.

From its surprising beginning to its devastating reflections on the personal, which meticulously dissect the myth of intimacy, this new offering of the post pop imagination reinvents the essay format, adapting it to the era of multimedia. It proposes four methods of reading according to the personality of the reader, and develops extensions of the project, in collaboration with various artists, that will see the light during their dissemination. You wouldn’t want to get excited in any other way…

Eloy Fernández Porta

Eloy Fernández Porta

Eloy Fernández Porta (1974) was born in Barcelona. He has a PhD in Humanities from the Universitat Pompeu Fabra. Anagrama has published his essays on cultural criticism: Afterpop, Homo Sampler, €RO$, Emociónese así (‘Get Excited Like That’) and the most recent En la confidencia (‘In Confidence’). He was awarded the Premio Anagrama de Ensayo (Anagrama Essay Award) and the Premi Ciutat de Barcelona (Barcelona City Award). His work has been translated into English, French and Portuguese. He is considered a “fine analyst but also a great writer” (Maxence Grugier, Première), a “top class essayist” (Santi Balmes, Rolling Stone), “brilliant, hilarious, and bizarrely accessible” (Céline Ngi, Fluctuat). Recognised as “one of the most decisive proponent of spoken word in Spain (Eduard Escoffet), acts with Agustín Fernández Mallo, in the Afterpop duo Fernández and Fernández. She leads a new generation of bookworms who look at pop culture with the rigour of university research (Carlos Sala, La Razón) and she has “invented a form of thinking that is impressive in its freedom and causticity” (Nils C Ahl, Le Monde).


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