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Consumer culture and identity

Jiří Voříšek Sociology of Marketing Communication Spring 2012 Mgr. Zdeněk Sloboda. Consumer culture and identity. Introduction Consumer Culture Neo - Tribalism Fear Individual & Collective identities Practises x Desires Life Politics. contents. Euro- American culture

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Consumer culture and identity

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  1. JiříVoříšek Sociology of Marketing Communication Spring 2012 Mgr. Zdeněk Sloboda Consumerculture and identity

  2. Introduction • ConsumerCulture • Neo-Tribalism • Fear • Individual & Collectiveidentities • Practises x Desires • Life Politics contents

  3. Euro- Americanculture Datingback to 30s Combination of varioussciences Matter of symbolicexchange and relationships Introduction

  4. Use x Transformation • Typology of consumers (shoppers) • Alternative, Routine, Leisure, Careful, Thrifty • Preferencesamongpriorities(Lunt & Livingstone) • Self reflexivity (uniqueness, autonomy) • Opposingenvironmentalfactors Consumerculture

  5. Scientificalapproachtowardsunderstandingchoice, self-reflexivity and consumerculture Refers to a classictribeparallel Fluidity, unstable, assembled, scattered Purpose = existence Based on individualdecision-makingprocess Aesthetics + Recognition No boarders, but market (Giddens) Neo-tribalism

  6. Awareness of reflexivity Split mex us Matter of a choice Individualisinfluenced by environment „Whatshall i do?“ Individual vs. Collective identity

  7. Primalfear- ourselves (contribute to self-reflexvity) Consumersaddiction Self-Control, uncertainty Individual will x lost of capacity Case of addiction fear

  8. Desire- in this aspect = wants Practise- based on lifestyle, routine relations betweenobjects and subject Practises vs. desires

  9. Exercise of will Politicalchange Admission of self-reflexivity and identity Term of Aestheticization Life politics

  10. Feel Free To AskAnyQuestion Thanks for attention discussion

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