Drawing on the Lacanian-Zizekian notion of the superego, this paper aims to analyze the manner in which the superego, which commands us to enjoy as an absolute duty, operates as a coercive power that prevents self-improvement subjects from enjoying their own jouissance in the film Yes Man (2008). In the Lacanian-Zizekian paradigm, the superego is not a simple psychical agency of prohibition and censorship but an obscene agency that restrains and controls the subject by bombarding the ordained jouissance, feeding on the vicious circle of 'transgression, excessive allowance' and 'a sense of guilt.' Yes Man is a provocative film that presents a poignant critique of commercialized self-help seminars, which have proliferated in the current age of neo-liberalism, by impressively embodying the guru in the seminar as a model of the iconic Lacanian-Zizekian superego. The command of the guru is to enjoy 'Yes!' like a categorical imperative, irrespective of whether 'you like it or not' and whether 'you can do it or not.' This command exemplifies the abuse of the power of 'yes,' which ultimately debars the subject from enjoying his or her own jouissance. Through a detailed analysis of the perverted mode of affirmation in Yes Man, we can formulate the categorical imperative of the neo-liberal superego as follows: 'Enjoy everything! Except for what you really want to enjoy." In order to enjoy our own authentic jouissance and, furthermore, transform it into a creative force in this neo-liberal society, inventing a new mode of affirmation is paramount. Clearly, the success of this invention is completely dependent on whether it can be free from the voice of the obscene superego.
I. "즐기지 못하는, 당신은 Loser!"
II. 초자아의 기원: 프로이트와 라캉을 경유해서
III. 즐겨라! 단 네가 진정으로 원하는 것 빼고
IV. 비아그라 혹은 발기한 화난 커플
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