Merriam Webster online:
Ascetic: practicing strict self-denial as a measure of personal and especially spiritual discipline.
Well in a consumer society, asceticism will always be seen as 'a bad thing'
The Greek term
askēsis means 'training' or 'exercise'. The original usage did
not refer to self-denial, but to the physical training required for athletic events. Its usage later extended to encompass the disciplines that are common to the major religious traditions, meditation or fasting, for example.
But we're not really discussing asceticism as a spiritual discipline, in which case I would say that the modern world finds the regimen too austere for its tastes, we're discussing asceticism in relation to love.
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The German sociologist Max Weber made a distinction between
innerweltliche, 'inside world' and
ausserweltliche 'outside world' asceticism.
'Inner-' or 'Other-worldly' asceticism is in line with the desire to enter ever-deeper into the Mysteries of the Deity, such as monks or hermits, and this is what most dictionaries have in mind when they define the term.
'Worldly' asceticism refers to people who do not withdraw from the world, but hold certain values and principles with regard to their engagement with it. A common principle, regardless of how the worldly ascetic might define himself, is that the world — and our neighbour — is
not there to be used for our own gratification. It's not there for me.
Yoga, for example, was originally an 'inner world' spiritual discipline, which has been packaged for our consumer culture as a means of keeping fit and the pursuit of 'well being' ... so you have to be aware of the distinction between, say, 'Hatha Yoga' and 'Health Club Yoga'.
But that is not to imply that the world ascetic doesn't know how to have a good time, or enjoy themselves!
Actually, I would argue they know better, and derive a greater enjoyment than those who pursue pleasure for its own sake.
So I would say the assumption that ascetic means the denial of, say, physical intimacy, is an over-simplification of the idea.