In this essay, we explore the limits of marketized belonging through Kristeva’s theorization of melancholia and desire. This allows us to problematize “joyful” accounts of societal re-enchantment and how “belonging” through collectives of consumption (such as neo-tribes, subcultures of consumption, and brand communities) is generally seen as a natural response to modernist rationalization and increased individualization. Instead, we argue that the scholarly understanding of collective forms of consumption has been premised upon paradoxical ground due to the notion of the subject-as-consumer as lacking often being implicitly reproduced, albeit theoretically neglected, allowing for the reproduction of romanticized ideals of marketized “communality.” We foreground how tensions between individuality and communality are negotiated within markets and argue that collective forms of consumption feed upon separation, fragmentation, and the suspension of “joy” rather than relationality and belonging. We propose that this allows for a better understanding of the desire to become through collective consumption and direct further attention toward questions related to liminality, detachment, loss, and exclusion.

在本文中，我们将通过克里斯蒂娃（Kristeva）对忧郁症和欲望的理论探讨市场化归属感的局限性。这使我们可以质疑“重新愉悦”的社会重新认识，以及如何通过消费的集体（例如新部落，消费的亚文化和品牌社区）将“财产”视为对现代主义合理化和增长的自然反应。个性化。取而代之的是，我们认为对集体消费形式的学术理解是建立在自相矛盾的基础上的，这归因于作为主题的消费者这一概念，因为尽管理论上被忽视，但缺乏经常被隐式地再现，从而允许再现市场化的浪漫主义理想。 “社区。我们展望了如何在市场上解决个体与社区之间的紧张关系，并指出集体消费形式是在分离，分裂和“欢乐”的悬挂而不是关系和归属的基础上产生的。我们建议，这样可以更好地理解通过集体消费而变得更加重要，并直接将注意力集中在与禁忌，离职，损失和排斥有关的问题上。