Exploring the emergence of a societal imperative to enjoy ourselves, Todd McGowan builds on the work of such theorists as Jacques Lacan, Slavoj Z??iz??ek, Joan Copjec, and Theresa Brennan to argue that we are in the midst of a large-scale transformation???a shift from a society oriented around prohibition (i.e., the notion that one cannot just do as one pleases) to one oriented around enjoyment.