Original scientific paper

INDIVIDUALISATION OF CONSUMER CULTURE

Inga Tomić-Koludrović ; Faculty of Philosphy, Zagreb

Abstract

The author offers a notional and theoretic contextualisation of the development of the consumer culture, against the background of an ever increasing individualisation inside contemporary societies. As she analyses old and new theoretic contributions to the conception of consumer culture, the autor becomes increasingly aware of the role played by the environmental reflection of the consumer behaviour in the notional transformation of the consumer culture. Namely, the change from the work to consuption etich has, along with other factors, irrevocably changed the meaning of consumption not only in economics and culture, but also in everyday life, modifying the meaning of the consumption culture. With the replacemnet of the “production” with “consumption socialisation” the significance of the culture of consumption has grown to such an extent that it not only becomes the generator of social changes, but plays a decisive role in their understanding, as well. The symbols of the consumer culture begin to shape all social relations, dominating the conception of reality, everyday notions and ways of establishing identity. An ever increasing consumption forces individuals to inter–dependence and the same time, paradoxically, to an ever greater individualisation, in wihich everyone in forced to invest onežs own choices.

Keywords

consumer culture; demonstration consumption; individualisation of consumption; envitomental reflection of consumer behaviour

Hrčak ID:

141661

URI

https://hrcak.srce.hr/141661

Publication date:

15.9.1998.

Article data in other languages: croatian german

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