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Why do we take drugs?

Dr. José Antonio Rodríguez Piedrabuena, a specialist in psychiatry and psychoanalysis, reflects on the drugs and addictions that lead human beings away from their genetic programming in the second video of the five made for PROA Comunicación

"Our genetic programming seeks simple, natural pleasures, nothing to do with what we can find on the supermarket shelves, nothing to do with video games, social networks, or aspects that do not represent a reward. The real reward is to be healthy, to survive, to live together, and to be emotionally and mentally stable," he says.

Why do we take drugs?' aims to provide us with the keys to a modern and updated vision of the origin and causes of human beings falling into infinite modalities of addictive behaviours and bonds. The book reviews and synthesises the experience of twenty years of reflection and work on the subject. It dispels misunderstandings and superficial visions. In the second part, he expands on his professional work with these people. He has put his thoughts and reflections side by side with those who have been working on the subject for ninety years and are still working on it today. José Antonio Rodríguez Piedrabuena is a member of the International Psychoanalytical Society.The programme is supported by the London Group Analysis, the Spanish Society of Psychiatry and the Institute of Psychosomatic Studies and Medical Psychotherapy.

Fernando Matesanz: "Communication is a fundamental part of the Madrid VAT Forum".

Fernando Matesanz, Managing Director of Spanish VAT Services Asociados, evaluates in this video the results of the Madrid VAT Forum 2020, the second edition of the VAT congress promoted by his firm and organised, on this occasion, together with Thomson Reuters. Matesanz, very satisfied with the response of the speakers...

Artificial meat and red meat

We are being managed by companies interested in denigrating a product in order to sell their own. This is happening with milk, to sell so-called plant-based milks, and with meat. By eating meat we are providing our health with most of the nutrients that are essential for our body to function, such as proteins...

The Elections, Part One

Our brain has not been built for us, it comes from a series of preserved adaptive successes, modules, parts, systems that come from evolution, which explain why we are the way we are. Moreover, the structure of our brain is common to all animals that have vertebrae. We cannot be...

-- Interview with Fernando Garea, assistant to the editor of El Español

PROA interviews the deputy editor of El Español about the state of journalism, the new digital landscape and his recent dismissal from El Periódico de España. Fernando Garea (Madrid, 1962) thus returns to his origins with Pedro J. Ramírez after being dismissed from El Periódico de España just three years ago....

Branded content, an efficient tool for business communication

Digitization has transformed the way companies communicate their brand and product image. It converts communication into bi-directional, allowing the company to optimise its actions to the maximum, due to the fact it has the capacity to analyze the target, resources allocated to each action, and the return obtained through different...

Storytelling in business

Carlos Salas, journalist, expert in storytelling and collaborating professor at Proa Comunicación, details what has changed in society so that storytelling, whose practice used to be more linked to the field of narrative and journalism but in recent years has been imposed in the business and political spheres....

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Why do we take drugs?

More conversations, more ideas, more PROA. Follow us on our networks.

Receive ideas with criteria

More conversations, more ideas, more PROA.
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