Depuis le début du 20e siècle, la consommation est devenue un appareil idéologique que les masses utilisent pour acquérir une auto-identité par la voie des sens symboliques des marchandises. Cette évolution de la consommation vers le consumérisme ne peut être expliquée de l’intérieur du consensus théorique de la Science sous influence du paradigme dominant. Toutefois, la transformation peut être comprise par la voie d’une critique immanente de la rationalité. La consommation peut être vue comme la nouvelle méthode de la socialisation que l’individu utilise afin de se lier à la communauté dans la mesure où il est dépourvu dans la modernité du lien direct avec ses semblables. Le consensus théorique de la partie idéologique de la Science montre cette nouvelle méthode comme moyen de pacification des conflits qui peuvent perturber l’unité sociale, alors qu’en réalité la consommation de masse est source de destruction et de contradiction. La thèse essaye de démontrer la contradiction de ce nouveau modèle de socialisation et de clarifier le véritable rôle de la consommation : assurer la passivité des masses en réponse aux conflits sociaux du début du 20e siècle. « La peur de la liberté » d’Erich Fromm est utilisé pour la base de la recherche et les idées de l’école de Francfort sont évoquées pour développer la méthode de recherche. / Since the beginning of the 20th century, the consumption has become an ideological apparatus which is used for acquiring a self-identity through the symbolic meanings of the products. This evolution of the consumption in the consumerism cannot be comprehended inside the theoretical consensus of Science which is under the influence of the dominating paradigm. However, the transformation can be understood through an immanent critique of the rationality. The consumption can be seen as the new method of socialization that the individual uses to link herself/himself to the community insofar as the individual lacks in the modernity the direct link with the others. The theoretical consensus of the ideological part of Science shows this new method as a way to pacify the individual conflicts which can disrupt the social unity, in reality the mass consumption is the source of destruction and contradiction. The thesis aims to point out that contradiction of the theory and to clarify the real role of the consumption: constitute the passiveness of the masses in response to the social conflicts of the beginning of 20th century. The book “Escape from Freedom” of Erich Fromm is used as the base of the research and the ideas of the Frankfurt School are evoked in order to develop the research method.

Thesis (DTh (Old and New Testament))--University of Stellenbosch, 2010. / AFRIKAANSE OPSOMMING: Hierdie studie ondersoek die rol wat mag en ideologie speel in die konkrete interkulturele gespreksruimte wat tot stand kom as individue vanuit diverse kontekste mekaar ontmoet rondom Bybeltekste. Die interkulturele gespreksruimte word teoreties gefundeer vanuit die gesamentlike uitgangspunte van die Feminisme en 'n Afrika-hermeneutiek. Die kommunale ruimte bied hiervolgens teoreties die ruimte waarbinne individue vanuit diverse kontekste tot hulle reg kan kom in die kollektief. In Hoofstuk 2 van hierdie studie word die hermeneutiese raamwerk waaruit die studie sy vertrekpunte vind, omskryf wanneer die uitgangspunte van beide die Feminisme en 'n Afrika-hermeneutiek bespreek word. Die Feminisme beklemtoon die belang van die kontekstuele stem van die individu en Afrika-hermeneutiek stel die kommunale ruimte voor waarin die stemme tot hulle reg kan kom. Die interkulturele gesprek wat in hierdie studie ondersoek word, vind plaas met 2 Samuel 13:1-22 as gespreksdokument. In Hoofstuk 3 word 'n multidimensionele eksegetiese raamwerk beskryf wat gebruik word ten einde ‘n deurdagte interpretasie van 2 Samuel 13:1-22 te bied. ‘n In-diepte lesing van die teks word gedoen, sowel as ideologies(retories)-kritiese en leserrespons-kritiese analises. Ten slotte word in dié hoofstuk verwys na die interpretasiegeskiedenis van die teks vanuit ‘n dominant Westerse perspektief asook vanuit die Feminisme en ‘n Afrika-hermeneutiese konteks. Met die tweeledige hermeneutiese raamwerk as uitganspunt, en 2 Samuel 13:1-22 as gespreksdokument, word die empiriese komponent van die studie dan in die volgende hoofstukke beskryf. In die empiriese studie word die teoreties-geformuleerde interkulturele ruimte dan ‘n konkrete realiteit as kultureel-diverse vroue mekaar ontmoet in gesprek rondom die Tamar-verhaal van 2 Samuel 13. Die ontwerp van die empiriese studie wat in Hoofstuk 5 bespreek word, word in die vorige hoofstuk, Hoofstuk 4, gefundeer deur aandag te gee aan, onder andere, die omskrywing van sleutelterme soos kultuur, ideologie en mag. Die kwalitatiewe data wat ingewin is tydens die konkrete interkulturele gesprekke, word daarna geanaliseer en bespreek in Hoofstuk 6. Al die data wat ingewin is tydens die studie word as Bylae tot die proefskrif beskikbaar gestel in ‘n aparte meegaande bundel ten einde die lees-envergelyk- proses te vergemaklik. Die gevolgtrekking van die studie, in Hoofstuk 7, bring al die diverse besprekings soos dit in die argument hanteer is, bymekaar en poog om ‘n sinvolle interpretasie te bied van hoe mag en ideologie funksioneer in die interkulturele Bybelleesproses. Die teoretiese interkulturele ruimte wat deur die Feminisme en 'n Afrikahermeneutiek as oogmerk gestel word, word dus in die studie geproblematiseer deur te vra na die funksionering van mag en ideologie in daardie ruimte. Vanuit 'n kwalitatiewe analise van die data wat ingewin is tydens die empiriese komponent van die studie, word dit duidelik dat die interkulturele ruimte ‘n besondere spasie bied waarin individue tot hulle reg kom en waarin verandering gefasiliteer kan word. Dit wil egter verder blyk dat hierdie ruimte nie sonder uitdaging is nie aangesien die interkulturele ruimte nie die invloed van die magsdinamika vryspring nie. Daar is bevind dat die interkulturele gespreksruimte ‘n besondere instrument is wat ingespan kan word ten einde sosiale transformasie te fasiliteer, maar dit moet met groot omsigtigheid hanteer word. / ENGLISH ABSTRACT: This study examines the role of power and ideology in a concrete intercultural conversation space which is established when individuals from diverse contexts meet one another to discuss Biblical texts. The intercultural conversation space is theoretically based on the joint presuppositions of Feminism and an African hermeneutics. The communal space provides a theoretical space in which individuals from diverse contexts are given an opportunity to express themselves in the collective. The hermenetical framework of the study is discussed in chapter 2 where the fundamental presuppositions of both Feminism and African hermeunetics are explored. Feminism emphasises the importance of the contextual voice of the individual, whereas African hermeneutics highlights the communal space where individual voices are given expression. The intercultural conversation in this study is conducted with 2 Samuel 13:1-22 as conversation document. Chapter 3 discusses a multidimensional exegetical framework that is applied in order to offer a reflective interpretation of 2 Samuel 13:1-22. A close reading of the text, as well as ideological (rhetorical) critical and reader response critical analyses, are conducted. A reference to the interpretation history of the text concludes this chapter. The dominant Western perspective is discussed and is supplemented with Feminist and African hermeneutical readings of the text. The empirical component of this study is discussed in the chapters that follow, based on the two-tiered hermeunetical framework and 2 Samuel 13:1-22 as conversation document. The theoretically formulated intercultural space becomes a concrete reality as culturally diverse women meet one another to discuss the story of Tamar as found in 2 Samuel 13. Chapter 5 explains the research design of the empirical study based on key terms such as culture, ideology and power. These are illuminated in Chapter 4. The data that is collected in the concrete intercultural conversation is then analised qualitatively and in Chapter 6. The collected data is presented as a separate Appendix to the dissertation in order to assist the reader in the read and compare process. In the conclusion to this study, as presented in Chapter 7, all the diverse discussions converge and an attempt is offered towards a reflective interpretation of how power and ideology function in the intercultural Bible reading process.