The article reflects on the historical context of human desire and its relationship with societal norms. It outlines how Western societies have traditionally categorized existence into three forms: the pure rationality of deities, the mixed rational and animalistic nature of humans, and the instincts of animals. In this framework, desire has often been viewed negatively, as something to be controlled by rationality. Philosophers like Plato regarded the cultivation of the soul, free from bodily instincts, as a primary goal of philosophy. Additionally, the Christian tradition heralded desire as the root of sin, promoting asceticism as a prerequisite for salvation. This negative perspective toward desire stemmed from societal realities where limited resources made controlling desire essential for communal survival.

With the advent of the Industrial Revolution, the article argues, the old norms that suppressed desire began to erode as production capabilities surged. The rise of mass production necessitated mass consumption, thus transforming desire from something to be controlled into a vital economic driver. Capitalism emerged by continuously stimulating and amplifying human desires, ensuring its vitality.

In tandem, postmodernism questioned the previous rubrics that centered on rationality, norms, and universally accepted answers. It advocated for the appreciation of individual sensations, preferences, and the recognition of diversity in experiences. This shift has led to a re-evaluation of desire—not as a curse to be suppressed but as a means of personal expression and a guide toward a fulfilling existence.