by Anu
Socially constructed consuming friendly world is good?
Published in Books and Articles on November 13, 2010
Consumption is socially constructed through marketing. Through the consuming people can construct, maintain and communicate identity and social meanings to their lives. If we replace the word consumption in the article with sustainable living it will maybe have the same impact to our world as consumption. Is it is easier to follow the existing wind or fight with the windmill?
Do we believe in the change of human nature through out the history? It seams like people have concurred each others for centuries and needed social acceptance. Consumption is a easy answer to this problem but i am sure that there are more possibilities to satisfy our needs.
Elliott, R. (1997): Existential consumption and irrational desire. In: European Journal of Marketing;31: 285-296
Available:
http://www.mv.helsinki.fi/home/palojoki/english/Uppsala%202008/Elliottarticle.pdf
I think people are looking more authentic values. people do change and their culture change too, therefore there is always an opportunity to inject our positive seeds.
Through the consuming people can construct or deconstruct, maintain or destroy and communicate identity and social meanings or lose them .