Original scientific paper
https://doi.org/10.5673/sip.49.1.1
(Post)sociality in Contemporary Consumption Space
Sanja Stanić
orcid.org/0000-0003-0569-4841
; Filozofski fakultet Sveučilišta u Splitu
Abstract
In the article a shopping centre is considered as a representative of the contemporary consumption space. In these structures contents and offers are carefully combined, while shopping can be done effectively and in a pleasant environment. Shopping time and leisure
activities merge here into the unique time of consumption while the space becomes a scene of getting together and social vibrancy. Based on the research results, the paper discusses the sociality in a shopping center. Consumption space is seen as a place of interaction between space and actors, and actors themselves. Obtained results indicate that a shopping center is a created environment, which, with the elements of interior design, amenities and atmospherics sends a message whose basic aim is encouraging consumption. Although a shopping center is a public place and shopping and consumption are social activities, in this consumer environment sociality is false and
limited. Technologies increasingly replace the salespersons’ work and they become machine adjuncts. Traditional qualities of their work are minimized and their communication is insincere and learned. The conclusion emphasizes the fact that in the modern consumption
space social relations are transformed into the postsocial ones and marked by the loss of spontaneity and reciprocity. At the same time human relations are replaced by thing relations.
Keywords
sociality; consumption; space; manipulation; interaction; salesmen; consumers; postsocial relations
Hrčak ID:
71652
URI
Publication date:
1.4.2011.
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