Šiame darbe analizuojama vartojimo kultūra. Iškeliamas vartojimo kultūros klausimas – ar tokia kultūra apskritai įmanoma. Darbo tikslas – atkreipti dėmesį į reklamą ir jos neigiamą įtaką, apţvelgti naujausias įţvalgas šioje srityje, parodant beprasmiškumą vartotojų visuomenėje. Praktinė dalis skirta videofilmu perteikti vartotojo beprasmi pirkimą, įtakotą per televiziją bei internetą rodomomis reklamomis, kuriose pasitelkiami reklaminiai triukai. / The present paper analyzes the consumer culture. A negotiable issue concerning the consumerism arises - does such kind of culture really exist? The main aim of the present study is to pay more attention to the commercial, point out its negative influence and find the new providence of this area by showing the vacuity of consumer‟s society. The practical part of the research paper with the help of the film conveys the meaningless consumers' buying purchase, which is influenced by commercials full of promotional tricks displayed on TV or in the Internet.

No description available.

<p>This dissertation explores the quotidian experience of economic development by studying both the material realities and discursive worlds of 1960s Argentina. I reveal the gendered relationship between economic development and an expanding consumer culture by analyzing the use, circulation, and meanings attributed to household appliances by journalists and public intellectuals. In the late 1950s, many economists, politicians, and intellectuals fervently believed they had found an economic model -- developmentalism -- that would finally provide the means of raising Argentines' standard of living and make the Argentine economy as robust as those of the United States and Northern European countries. Household appliances played a key role because they achieved both those goals, (supposedly) improving women's lives in the process by in part facilitating their increased participation in the workforce. Developmentalists believed their economic model to exist independently of ideology and cultural influences, but their model encountered cultural realities that limited its success. Consumerism--the way through which Argentines interacted with development--and its effects on family and gender relationships complicated the process. Both supporters and critics of developmentalism attacked women's roles as consumers to articulate many of their protestations against changes in women's status and to express anxieties about seemingly unrelated social and cultural changes. I argue that through the course of the 1960s the discussion about consumerism increasingly became a way through which different groups offered distinct visions of how "Argentine society" ought to be transformed.</p><p>This study draws on a broad array of written and oral sources. To trace the connection between economic development and consumer society, I interweave an analysis of economic and infrastructural data - such as production statistics or the availability of gas, water - with a study of socio-cultural discourses found in a wide variety of magazines, essays, films, and interviews. I juxtapose these sources in unusual ways to demonstrate two things. First, the cross-referencing of disparate sources to reveals a fuller, more complete picture of economic development and its effects--transcending macro-structural phenomenon to offer a view of quotidian change. And, two, this more complete pictures details how a narrative of hope and idealism evolved into one of anxiety and vitriol as the decade progressed.</p> / Dissertation

Förevarande studie tar sin utgångspunkt i ett Stockholm satt i förändring. Som allt mer inbäddat i en global och post-industriell ordning skapas nya konfigurationer i gruppers sociala och kulturella mönster – i studien begreppsliggjort och analyserat genom livsstilar - och hur dessa sammanbinds med specifika platser. Särskilt intressant är det att få insikt i hur de i Stockholms socioekonomiskt svaga ytterstadsområden upplever, deltar i och tillägnar sig innerstaden, som en plats där processer av gentrifikation och stegrande kulturkonsumtion gradvis omförhandlar villkoren för vad ett besök kan och bör bestå i. För studiens räkning har en rad livsvärldsintervjuer skett med unga vuxna boende eller med härkomst i miljonprogramsområdena i Järva (Kista, Akalla, Rinkeby, Tensta och Rissne) i västra Stockholm, där deras berättelser ger uttryck för deras unika förhållanden till kvaliteterna i stadens socialt skiktade rum. Redan under ungdomsåren kommer innerstaden att representera något sublimt i en stadsmiljö diametralt annorlunda Järva, och genom betingelserna av den blå tunnelbanelinjen beskriver flera informanter hur ett utforskande tog vid av den nyupptäckta platsen. I vuxen ålder tonar innerstaden till stora delar upp som tydligt kopplat till selektiva nyttjanden i form av konsumtionen av varor och nöjen – där i synnerhet krog- och klubbscenen visar sig vara föremål för besök - men inbjuder för merparten av informanterna sällan till ett mer villkorslöst, icke-konsumerande fördröjande i de offentliga rummens gator, torg och parker. I själva erfarenheten av Stockholm är dikotomin förort - innerstad tydlig och genererar en diskursiv schematik mina informanter på olika sätt förhåller sig till.

<p>My dissertation, "The People's Republic of Capitalism: The Making of the New Middle Class in Post-Socialist China, 1978-Present" draws on a range of visual cultural forms - cinema, documentary, and fashion - to track the cultural dimension of the emergence of the new middle class subject in China's encounter with global capitalism. Through cultural studies methodologies and critical theoretical practices, I explore the massive reorganization of national subjectivity that has accompanied the economic reforms since 1978. How, I ask, has the middle class replaced the proletariat as the dominant subject of Chinese history? What are the competing social forces that contribute to the making of the new middle class subject, and how do they operate? By considering these questions in terms of the cultural cultivation of new sensibilities as much as identities, I trace China's changing social formations through the realm of cultural productions. This project is organized into three parts, each of which attends to a particular constellation of middle class subjectivities and ideologies. In Part I (Introduction and Chapter 1), I explore how the Chinese middle class subject is shaped by historical, political-economic, and cultural forces. I show that the new social actor is structurally dependent on the national and transnational bourgeoisie and the post-socialist party-state. In Part II (Chapters 2-5), I focus on the relationship among fashion, media, and Chinese consumer culture in the socialist and post-socialist eras. By engaging with films such as Xie Tieli's Never Forget (1964), Huang Zumo's Romance on Lushan (1980), Qi Xingjia's Red Dress is in Fashion (1984), and Jia Zhangke's The World (2004) and Useless (2007), I suggest that the representation of fashion and consumption in Chinese cinema, documentary, and new media is a privileged site for deciphering otherwise imperceptible meanings of class, ideology, and history in the formation of the Chinese middle class subject. In Part III (Chapter 6), I attend to the repressed underside of Chinese consumer culture: rubbish. This project reorients our understanding of socialist and post-socialist China, seeing them as underpinned by the contradictions emblematized in the Chinese middle class.</p> / Dissertation

The Post-Fordist structure has aroused as a response to the stable/rigid configuration of Fordism that caused a bottleneck within capitalist organization since the mid 1970s. This period is also labeled as flexible accumulation that is based on the least circulation period of capital and as a result turnover time of the consumption objects. Here, consumption becomes a cultural activity besides its role of meeting material necessities and calls for a form of culture, in which the symbolic value of any object is of significance more than its use-value. Within this frame, the study selected a new form of contemporary housing provision as an exemplification area / the gated enclaves that represent a form of investment for the legitimization of values projected by the consumer culture. They are especially located at the new urban development areas, shared by high income level owners / surrounded by exclusionary devices like / walls, fences and private security mechanisms, and provide additional privatized services. This study aims at studying the modes of marketing strategies of these newly emerging housing provisions in Ankara that all are constructed around the theme of &ldquo / a distinct life style&rdquo / through their representational media. Therefore the study will investigate how the idea of distinctness is made public and by means of spatial analyses, how and to what extent the assertion of distinctness is achieved or constituted a genuine position within the academic or professional architectural culture will be investigated while such concepts as &ldquo / homogenization&rdquo / and &ldquo / distinctness&rdquo / will be also in agenda.

How do retail service industry employees perform appearance and identity to generate capital? This thesis is data collected through interviews with 5 female retail employees, analyzed in conjunction with relevant readings about performance at work through appearance and identity (Chapter 1 Erving Goffman), the involvement of the self at work for financial gain of the self and the employer (Chapter 2 Arlie Russell Hochschild) and the sale of self for the accumulation of forms of capital (Chapter 3 Pierre Bourdieu, Henri Lefebvre, and other theorists concerned with consumer culture). The thesis begins at the level of the individual, expands to the realm of the retail environment and its associated relationships, and finally moves to examining the circulation of forms of capital. I assert that the research participants, as embodied employees of lifestyle brands, provide a form of capital for their employers. The employees performances positively reinforce the retailers brands and images, and thereby reproduce consumer culture by inciting desire.

Esta Dissertação tem como objetivo desconstruir discursos acerca dos modos de ser jovem na contemporaneidade articulados ao consumo como prática social. Compreendo que é através das estratégias engendradas no âmbito da cultura do consumo que objetos, imagens, desejos, identidades, valores, modos de ser podem ser transformados em mercadorias: podem ser ‘adquiridos’, consumidos e por fim descartados. Tornam-se ‘objetos’ a serem usados e exibidos. Entre tantos artefatos que circulam e são produzidos nessa cultura de consumo, está o Caderno Patrola, encartado no jornal Zero Hora – jornal de maior circulação no Estado do Rio Grande do Sul. Assim, realizo uma leitura (entre tantas possíveis) a respeito de mídia, cultura de consumo e juventudes. De certa forma, é uma leitura que os Estudos Culturais, campo teórico no qual me movimento, possibilitam-me produzir. Para que esta Dissertação pudesse ser construída tal como está, o corpus de pesquisa se constituiu de diferentes materiais, a saber: seleção de edições do Caderno Patrola, pesquisas em diversos sites, incursões em comunidades virtuais do orkut e em blogs,, conversas com jovens leitores do Caderno através do Messenger e e-mails com a editora do Caderno. Nas análises, trago algumas reflexões a respeito dos modos de endereçamento do Caderno Patrola, discutindo algumas das estratégias do Caderno para interpelar os sujeitos jovens para suas páginas, bem como para convidá-los a consumir produtos que ‘anuncia’. Ainda, analiso o modo como os discursos do Caderno Patrola não apenas sugerem objetos de consumo que podem constituir certos modos de ser jovem, como também podem ensinar o que consumir para ‘possuir’ tais modos, para, assim, adotarse as ditas posições desejáveis de ser jovem. A partir das problematizações realizadas no decorrer do estudo acerca do Caderno Patrola, é possível compreender como se investe no promissor mercado jovem, não só fabricando produtos para eles como também transformando os produtos fabricados pelos jovens em algo rentável. Além disso, é possível constatar como as próprias culturas juvenis se tornam um produto, uma vez que muitos desejam ser, estar, permanecer jovem e, por isso, passam a consumir produtos ditos pertencentes a elas. Assim, através do potencial pedagógico do Caderno, procuro entender algumas das configurações da cultura de consumo, como somos produzidos nessa condição cultural e de que modo o Caderno, como um artefato dessa cultura, apresenta-se articulado a ela. / This Dissertation aims to deconstruct discourses concerning the ways of being young in the contemporary articulated to consumption as social practice. I understand that it is through the produced strategies in the scope of the consumer culture where objects, images, desires, identities, values, ways of being can be transformed into products: they can be ‘acquired', consumed and finally discarded. They become objects to used and to shown. As an artifact between much others that circulate and are produced in this consumer culture is the section Patrola – a newspaper supplement that circulates on Fridays in Zero Hora, in the State of Rio Grande do Sul. Thus, I realize a reading (one of those that is possible to) about media, consumer culture and youths. In some way, it is a reading that the Cultural Studies, theoretic field in which I movement myself, make possible to produce. In order to this dissertation be constructed as it is, the corpus is constituted of different materials: select edition of the Patrola section, research in many sites, incursions in virtual communities of orkut and in blogs, talks with young readers of the Patrola through Messenger and e-mails with the editor of the section. In the analyses, I reflect about modes of address of Patrola section, discussing some strategies of the section that interpellate young for its pages, as well as inviting them to consume the ‘announced' products. I also analyze how the discourses of Patrola not only suggest consumption of products that can constitute ways of being young, but how they can teach what consume to own theses ways, in order to adopt desirable positions of being young. From the problematization of this study concerning to Patrola, its possible to understand how one invests in the promising young market, not only producing manufactures for them as well as transforming the manufactured products by the young into income-producing. Still, I could examine how the youth cultures become a product, once that many people desire to be young through the consumption of products that one says to belong to them. Therefore, thought the section’s pedagogy potential, I looked for understand some of the configurations of the consumer culture, how we are produced in this cultural condition and the way that Patrola, as an artifact of this culture, is articulated to it.

Com um olhar voltado para a cultura gaúcha e sob uma perspectiva teórica de mercado, fluxos globais e formas de resistência, esta tese teve o objetivo de compreender e analisar as práticas de resistência que os agentes locais desenvolvem no âmbito do mercado, para a preservação da tradição e da cultura local. Para isto, sua organização seguiu diferentes percursos, iniciando por um percurso teórico, que envolveu uma construção teórica acerca da cultura do mercado e das formas de resistência. No percurso empírico, adotou-se uma perspectiva interpretativista, por meio de um estudo de cunho etnográfico na cultura gaúcha. A coleta de dados ocorreu no período de 2009 a 2012, por meio de entrevistas, observação participante, coleta de artefatos e survey. A análise dos resultados foi apresentada em oito partes, organizadas a partir das categorias de análises geradas na interpretação dos dados. Além de descrever densamente a cultura gaúcha, os resultados foram interpretados tanto pelo lado da resistência – reconhecendo a existência de uma resistência de mercado –, quanto por uma perspectiva de cidadania – reconhecida como um conjunto de práticas que geram um sentimento de pertencimento à cultura gaúcha. Os resultados alcançados buscam contribuir principalmente na teorização acerca do modo como o mercado media a articulação de diferentes agentes locais (produtores, consumidores e organizadores) em práticas de resistência e cidadania. / With an attention on gaucho culture and under a theoretical perspective of market, global flows and resistance forms, this thesis has the objective to understand and to analyses local agents’ resistance practices developed in the market to preservation of the tradition and local culture. For this, its organization follows different courses, beginning with a theoretical course that involves a theoretical construction around market culture and resistance forms. In the empirical course, it was adopt an interpretative perspective, using an ethnographic inspiration to analyze the gaucho culture. Data collection was conducted between 2009 and 2012 through interviews, participant observation, artifacts’ collection and survey. Result analyses were presented in eight parts organized from analytic categories generation during data interpretations. Results include a dense gaucho culture description and data interpretation include a resistance perspective – recognizing the existence of a market resistance –, as well as a citizenship perspective – identified as a practice set that generate a belonging felling around the gaucho culture. Results search to contribute specially in the theorization about the forms of how the market mediate the articulation of different local agents (producers, consumers, organizers) in resistance and citizenship practices.

Esta Dissertação tem como objetivo desconstruir discursos acerca dos modos de ser jovem na contemporaneidade articulados ao consumo como prática social. Compreendo que é através das estratégias engendradas no âmbito da cultura do consumo que objetos, imagens, desejos, identidades, valores, modos de ser podem ser transformados em mercadorias: podem ser ‘adquiridos’, consumidos e por fim descartados. Tornam-se ‘objetos’ a serem usados e exibidos. Entre tantos artefatos que circulam e são produzidos nessa cultura de consumo, está o Caderno Patrola, encartado no jornal Zero Hora – jornal de maior circulação no Estado do Rio Grande do Sul. Assim, realizo uma leitura (entre tantas possíveis) a respeito de mídia, cultura de consumo e juventudes. De certa forma, é uma leitura que os Estudos Culturais, campo teórico no qual me movimento, possibilitam-me produzir. Para que esta Dissertação pudesse ser construída tal como está, o corpus de pesquisa se constituiu de diferentes materiais, a saber: seleção de edições do Caderno Patrola, pesquisas em diversos sites, incursões em comunidades virtuais do orkut e em blogs,, conversas com jovens leitores do Caderno através do Messenger e e-mails com a editora do Caderno. Nas análises, trago algumas reflexões a respeito dos modos de endereçamento do Caderno Patrola, discutindo algumas das estratégias do Caderno para interpelar os sujeitos jovens para suas páginas, bem como para convidá-los a consumir produtos que ‘anuncia’. Ainda, analiso o modo como os discursos do Caderno Patrola não apenas sugerem objetos de consumo que podem constituir certos modos de ser jovem, como também podem ensinar o que consumir para ‘possuir’ tais modos, para, assim, adotarse as ditas posições desejáveis de ser jovem. A partir das problematizações realizadas no decorrer do estudo acerca do Caderno Patrola, é possível compreender como se investe no promissor mercado jovem, não só fabricando produtos para eles como também transformando os produtos fabricados pelos jovens em algo rentável. Além disso, é possível constatar como as próprias culturas juvenis se tornam um produto, uma vez que muitos desejam ser, estar, permanecer jovem e, por isso, passam a consumir produtos ditos pertencentes a elas. Assim, através do potencial pedagógico do Caderno, procuro entender algumas das configurações da cultura de consumo, como somos produzidos nessa condição cultural e de que modo o Caderno, como um artefato dessa cultura, apresenta-se articulado a ela. / This Dissertation aims to deconstruct discourses concerning the ways of being young in the contemporary articulated to consumption as social practice. I understand that it is through the produced strategies in the scope of the consumer culture where objects, images, desires, identities, values, ways of being can be transformed into products: they can be ‘acquired', consumed and finally discarded. They become objects to used and to shown. As an artifact between much others that circulate and are produced in this consumer culture is the section Patrola – a newspaper supplement that circulates on Fridays in Zero Hora, in the State of Rio Grande do Sul. Thus, I realize a reading (one of those that is possible to) about media, consumer culture and youths. In some way, it is a reading that the Cultural Studies, theoretic field in which I movement myself, make possible to produce. In order to this dissertation be constructed as it is, the corpus is constituted of different materials: select edition of the Patrola section, research in many sites, incursions in virtual communities of orkut and in blogs, talks with young readers of the Patrola through Messenger and e-mails with the editor of the section. In the analyses, I reflect about modes of address of Patrola section, discussing some strategies of the section that interpellate young for its pages, as well as inviting them to consume the ‘announced' products. I also analyze how the discourses of Patrola not only suggest consumption of products that can constitute ways of being young, but how they can teach what consume to own theses ways, in order to adopt desirable positions of being young. From the problematization of this study concerning to Patrola, its possible to understand how one invests in the promising young market, not only producing manufactures for them as well as transforming the manufactured products by the young into income-producing. Still, I could examine how the youth cultures become a product, once that many people desire to be young through the consumption of products that one says to belong to them. Therefore, thought the section’s pedagogy potential, I looked for understand some of the configurations of the consumer culture, how we are produced in this cultural condition and the way that Patrola, as an artifact of this culture, is articulated to it.