San Valentín: ¿Vivieron felices y comieron perdices?

El amor ya no es amor, es puro marketing. O al menos eso parece si miramos el día de los enamorados por antonomasia: San Valentín . El amor se ha convertido en un objeto más de negocio. Los escaparates de las tiendas y los centros comerciales lo anuncian desde hace semanas y nos instan a demostrar nuestro afecto, eso sí, pasando por caja. Un perfume, unos bombones, un peluche, unas flores o una joya, nos dicen, son la mejor manera de decir «te quiero». Sin embargo, ¿desde cuando el amor se mide por lo que compramos en lugar de por lo que sentimos? Todo un síntoma de los tiempos que corren, donde se mercadea con los sentimientos . No nos quedan horas para dedicar a la pareja, a los amigos, a los hijos, y el consumismo es el Valium de nuestra conciencia. Se trata del resultado de una sociedad que vive de espaldas a cuidarnos, en el sentido desmercantilizado del término. ¿Qué sería de nosotros sin amor, sin ternura? Gastar, comprar, regalar puede aliviar el sentimiento de culpa por el tiempo que no tenemos, o que no nos dejan tener, pero no nos engañemos: un objeto no podrá sustituir nunca nuestra presencia. «Tiempo para la vida» es lo que necesitamos, en palabras del filósofo Jorge Rie-chmann , ante un capitalismo adicto a la velocidad.

Asimismo, ¿qué ideal de amor lleva implícito San Valentín? El de la ‘media naranja’, el de ‘hasta que la muerte nos separe’ o el de ‘el amor verdadero lo aguanta todo’. En definitiva, se trata de casarse, tener hijos, ser felices y comer perdices. He aquí el mito del amor romántico, ahora además mercantilizado, donde las mujeres esperamos nuestro príncipe azul, lo que ya aparece en los cuentos infantiles, lo que hemos visto en las películas de Disney (¡qué mal han hecho Blancanieves , Cenicienta y la Bella Durmiente!), el macho alfa de tantas canciones repetidas desde la adolescencia o el clásico galán de las telenovelas.

 

Esther Vivas. Autorizada publicación para Safor Press

Safor Press

Periódico Digital plural, libre. Defensor de los derechos humanos y fundamentales. Director: Ricardo Sánchez

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