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What Women Want: parlano le donne. L'esperienza di consumo e la costruzione della corporeità / WHAT WOMEN WANT: PARLANO LE DONNE. L'ESPERIENZA DI CONSUMO E LA COSTRUZIONE DELLA CORPOREITA' / What Women Want: women talk. The consumption experience and the body constructionRANA, ITALIA 24 March 2017 (has links)
L’obiettivo di questa tesi è di analizzare la relazione fra l’esperienza di consumo e la costruzione della corporeità. Il lavoro si sviluppa all’ interno di un frame teorico che ha previsto lo studio integrato di tre discipline: sociologia, filosofia e marketing esperienziale. In particolare, l’analisi sociologica dei consumi ha messo in luce la complessità del consumo postmoderno collocandolo all’ interno del più ampio contesto socio culturale contemporaneo. Un consumo dove si evidenziano nuove modalità di espressione dell’identità dell’individuo attraverso l’uso degli oggetti, innovativi spazi di comunicazione e condivisione (offline e online) e una pluralità di stili di consumo che di volta in volta il consumatore cambia in base agli stili di vita, gusti, preferenze e contesti sociali.
In questo quadro, allora, è emersa la necessità di studiare il consumo da una seconda prospettiva teorica che chiama in causa il marketing esperienziale, al fine di comprendere le modalità e le strategie attraverso cui il marketing veicola la propria offerta commerciale. Pertanto, si è inteso approfondire il concetto di esperienza di consumo, fornendo una definizione teorica e le sue principali caratteristiche.
Da queste analisi si è evidenziato il ruolo del corpo nel processo di costruzione dell’esperienza; partendo da questo assunto si è proceduto allo studio della filosofia per fare chiarezza sulla contrapposizione fra corpo soggetto agente dell’esperienza e corpo agito dall’intelletto.
Inoltre, attraverso l’analisi della letteratura sociologica, si è approfondito la contrapposizione fra una visione della corporeità intesa come progetto individuale e quella che la intende come oggetto sociale. Infine si è analizzata una terza chiave di lettura (Featherstone 2010) che identifica nel ‘soggetto’ una sua possibile ricomposizione.
La base empirica della tesi si fonda sull’uso della netnografia per l'analisi di un forum (Ciao.it) dove sono stati rilevati i post di consumatori di cosmetici e offline attraverso 15 interviste semistrutturate.
La tesi mette chiarisce quali sono le categorie di consumo comunicate dai consumatori, se sono presenti nuove categorie non individuate dalla letteratura e la differenza fra la comunicazione online e offline dell’esperienza. Inoltre, l’analisi consentirà di delineare i processi sottostanti la costruzione della corporeità nell’esperienza di consumo e se il ‘soggetto’ si configura quale effettivo elemento di ricomposizione fra corpo come progetto individuale e corpo come oggetto culturale. / The aim of this thesis is to analyze the relationship between the experience of consumption and body construction. The work is developed within a theoretical framework that provides for the integrated study of three disciplines: sociology, philosophy and experiential marketing. In particular, the sociological analysis of consumption has highlighted the complexity of postmodern consumption by placing within the broader socio-cultural context of the contemporary. A consumer wherever there are new ways of individual expression of identity with objects, innovative communication and sharing spaces (offline and online), and a plurality of styles of consumption that the consumer changes according lifestyles, tastes, preferences and social settings.
In this context, then, it is important to study the consumption by a second theoretical perspective that involves experiential marketing, in order to understand the ways and strategies through which conveys marketing its product offering. Therefore, it was necessary to deepen the concept of consumer experience, providing a theoretical definition and its main characteristics.
From these analyses it is highlighted the role of the body within the process of construction of experience. So, the study of philosophy was important to clarify the contrast between the body as an agent of experience and a vision that considers the body as an object of the intellect .
In addition, through the analysis of the sociological literature, it has deepened the contrast between a vision of corporeality as an individual project, and one that considers the body as a cultural object. Finally, we examined a third interpretation (Featherstone 2010) that identifies the 'subject' a possible third interpretation of this phenomenon.
The empirical basis of the thesis is based on the use of netnography for analysing a forum (Ciao.it) where the post of consumers of cosmetics and offline through 15 semi-structured interviews were detected.
The thesis clarifies the categories of consumption reported by consumers, if there are new categories not identified in the literature and the difference between the online and offline communications experience. In addition, the analysis will outline the processes underlying the construction of corporeality in the experience of consumption and whether the 'subject' is presented as an effective third interpretation of the conflict between the vision of the body as an individual project and the body as a cultural object.
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Pier Vittorio Tondelli: Letteratura Minore e Scrittura dell'Impegno SocialeGastaldi, Sciltian 20 March 2014 (has links)
Abstract
This thesis illustrates the social engagement in the literary writings of Pier Vittorio Tondelli, an Italian gay author whose works have been described by many Catholic, Materialists, and gay critics as frivolous and disengaged. The dissertation summarizes the mutation of the Italian literary concept of impegno from Neorealism to Postmodernism, through a selection of the texts of Elio Vittorini, Italo Calvino, Franco Fortini, Pier Paolo Pasolini, Leonardo Sciascia, and Umberto Eco. It shows how Tondelli’s interpretation of the role of the writer falls within the definitions given by Calvino and Eco. Moreover, the thesis demonstrates that Altri libertini and Pao Pao satisfy the characteristics of littérature mineure established by Gilles Deleuze and Felix Guattari, though Tondelli’s oeuvre is socially engaged instead of being politically engaged because of his lack of a political ideology. The dissertation highlights the core of Tondelli’s social commitment in his passionate defense of the outcasts in: Altri libertini where drug addicts, homosexuals, transsexuals, and bums are the protagonists; Pao Pao where a group of gay soldiers is described in its grotesque and camp attempt to “homosexualize” their barrack; Rimini where the Riviera Adriatica is portrayed as a place where everyone passes by and no one belongs; Camere separate through the love story of a gay couple in which one partner has to survive his lover’s death, due to an illness that is demonstrated in this thesis to be AIDS, while fighting against the homophobia of their families, institutions, society, and religion. Most of Tondelli’s socially excluded characters are introduced to the reader through an internal homodiegetic point of view. Another important component of Tondelli’s impegno is his open defense of both pop-culture and counter-cultures: gay, hippies, rockers, experimental theatre, street artists and alternative radio, which are central in all his writings.
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Pier Vittorio Tondelli: Letteratura Minore e Scrittura dell'Impegno SocialeGastaldi, Sciltian 20 March 2014 (has links)
Abstract
This thesis illustrates the social engagement in the literary writings of Pier Vittorio Tondelli, an Italian gay author whose works have been described by many Catholic, Materialists, and gay critics as frivolous and disengaged. The dissertation summarizes the mutation of the Italian literary concept of impegno from Neorealism to Postmodernism, through a selection of the texts of Elio Vittorini, Italo Calvino, Franco Fortini, Pier Paolo Pasolini, Leonardo Sciascia, and Umberto Eco. It shows how Tondelli’s interpretation of the role of the writer falls within the definitions given by Calvino and Eco. Moreover, the thesis demonstrates that Altri libertini and Pao Pao satisfy the characteristics of littérature mineure established by Gilles Deleuze and Felix Guattari, though Tondelli’s oeuvre is socially engaged instead of being politically engaged because of his lack of a political ideology. The dissertation highlights the core of Tondelli’s social commitment in his passionate defense of the outcasts in: Altri libertini where drug addicts, homosexuals, transsexuals, and bums are the protagonists; Pao Pao where a group of gay soldiers is described in its grotesque and camp attempt to “homosexualize” their barrack; Rimini where the Riviera Adriatica is portrayed as a place where everyone passes by and no one belongs; Camere separate through the love story of a gay couple in which one partner has to survive his lover’s death, due to an illness that is demonstrated in this thesis to be AIDS, while fighting against the homophobia of their families, institutions, society, and religion. Most of Tondelli’s socially excluded characters are introduced to the reader through an internal homodiegetic point of view. Another important component of Tondelli’s impegno is his open defense of both pop-culture and counter-cultures: gay, hippies, rockers, experimental theatre, street artists and alternative radio, which are central in all his writings.
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