I think this guy Zygmunt Bauman
will be recognized as one of today's leading lights. He's doing great
work on consumerism and the breakdown of social institutions and their
replacements.
The nature of a consuming society (as
opposed to our cultural language based on a production society) is not
well understood. It has profound implications for self-identity and
social relationships.
Here's my translation of Bauman's idea (I hope I got most of it right) in his book Consuming Life:
In a producing society, institutions tend to be large. You belonged to large groups that bestowed automatic identity.
Increases
in productivity meant smaller institutions and less individual
belonging to social institutions. Individuals were left to socially and
psychology fend for themselves (incidentally leading people to the need
to brand themselves). Without overarching, permament themes in
society, social relationships are tentative and brief and identities are
driven by the latest consumer good.
This is because modern communities are underlain by consumer goods.
Modern
communities tend to be created by consumer technology (social media is
an example), thereby rendering your participation in the modern world a
function of economics (your ability to buy the technology). Those who
will not or cannot participate will be left behind.
The take away for marketers is a deeper understanding of what motivates consumers and why.
Remember, if you truly want to excel, you have to understand the big picture.
7 comments:
The takeaway for marketers? THE TAKEAWAY FOR MARKETERS? "(nowadays) social relationships are tentative and brief and identities are driven by the latest consumer good." Oh, and btw, some will be left behind in more important ways than simply leaving everybody's "identity" behind. This would be my takeaway.
Either way, I thank the Business Librarian for diplomatically pointing out another interesting tome to peruse.
Ah, you read between the lines.
It has been said that the person Zygmunt Bauman will be known as one of today's important person. He's popular because of his contribution in the field of consumerism and the itemization of social institutions and their stand-ins. I need to know more about http://www.cheaptranscriptionservices.net/transcribe-audio-file-to-text-online/. The nature of overwhelming society is not well implicit.
The info is about a book named Zygmunt Bauman and Consuming Life. You would probably found http://www.dissertationdataanalysis.com/our-professional-dissertation-statistical-services/dissertation-data-collection-services/ helping. It is about modern societies who want to make consumer technology thus interpreting your participation in the modern world a function of finances. People who will not or cannot contribute will be left behind.
Upsurges in productivity meant to say that smaller organizations and less individual fitting to social institutions. Individuals were left-hand to informally and psychology fends for them. You will find the original source from here. Without all-encompassing, everlasting themes in society, social relationships are cautious and brief and individualities are driven by the latest customer good.
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