“…Yet, the reversal of affect deficiency produced a cross-nationally observable culture of affective positivity. As capitalism theories have focused on western rational capitalism, it is useful to clarify how the theory of aesthetic capitalism and the Affective-Turn literature on atmospheres, affordances, and immersion challenge some of the key concepts by sociological theory, and how it may be adjusting to the new knowledge of our times that has emerged in research on affect (Angerer et al, 2017;Bericat, 2016;Blackman & Venn, 2010;Clough & Halley, 2007;Gregg, 2010;Schützeichel, 2008;Slaby & Scheve, 2019;Wetherell, 2015).…”