Žena, majka, kraljica. O regulatornim učincima sreće
Woman, Mother, Queen. On Regulatory Effects of Happiness

Summary/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.

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