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A social phenomenon arising in the context of neoliberalism, a specific form of capitalism that not only encourages commodification but also promotes the moralization of that commodification. In this setting, individual gains, particularly those spurred by the moralization and normalization of commodified emotional labor, lead to collective losses. These losses manifest in forms such as systemic exploitation, increased mental health burdens, and perpetuated social inequalities. The paradox emerges from the mismatch between individual pursuits and collective well-being, exacerbated as governments and societal structures exploit surplus emotional labor, further normalizing its commodification. This exploitation, embedded in the dynamics of neoliberalism, contributes to the devaluation of collective emotional health and well-being.
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