Consumption theory has had three different traditions: alienation and commodity fetishism, the Veblenesque, and the psychological (Dunn, 2008).
Modern society, according to Dunn, has created a dynamic and intricate system were the objects purpose is economic (2008). The nineteenth century saw the expansion of the material goods world due to the rise of industrial capitalism which was accompanied by a change of thought regarding the fundamental nature of the relationship between the subject and object (Dunn, 2008). Thinkers such as, Marx, and Hegel attributed this as the “disintegration of traditional ways of life in the material and intellectual ferment of capitalist modernity” (Dunn, 2008). Furthermore, there was a newly developed desire for …show more content…
Simmel and Lukacs, describe this relationship as being between the principle of market exchange and the rationalization of culture, which is the change of traditions, values, and emotions as motivators for behavior in society with rational, or calculated ones. (Dunn, 2008). Additionally, the form of the commodity is the product and result of alienation which is the foundation of consumer society (Dunn, 2008). This thought was further built upon by the Frankfurt school, which conceptualized a unifying theme of commodity fetishism, as the creation of need (Dunn, 2008). Capitalist society creates a culture where human need is reconfigured as not something that is organic, but rather the means of achieving profit (Dunn, 2008). As everything begins to be commodified, and …show more content…
The Marxian outlook would be that the profit driven economic system of the cellphone market pushed and is continuing to push it beyond the basic or true needs of an individual. Which is true, as cellphones nowadays are far more advanced than needed, top of the line phones (most expensive) have similar power to that of a computer, they can ultimately perform almost identical tasks. Furthermore, commercialization is a rationalized economic strategy, which is utilized to increase sales. Traditional (old) Nokia phones, did everything one could ask for a phone as being a source of communication, however, because of it’s inability to commercialize it died away. The status-seeking, theory believes that consumption, is an expression of social hierarchy, and a differentiating structure in social society. We see this in the phone market between apple vs android, the two most dominant companies. Studies have shown, that Android solely based on technological capabilities, are better, but because of the social status and prestige attached to Iphones, they sell more. Lastly, the hedonistic view of consumption, sees mass culture as a shift in the rising levels of consumer desire and culture towards a controlling mass culture known as the pleasure principle. This is evident in the phone market, due to the cultural and social construction of want and need regarding the purchase of a phone. Phone companies
Modern society, according to Dunn, has created a dynamic and intricate system were the objects purpose is economic (2008). The nineteenth century saw the expansion of the material goods world due to the rise of industrial capitalism which was accompanied by a change of thought regarding the fundamental nature of the relationship between the subject and object (Dunn, 2008). Thinkers such as, Marx, and Hegel attributed this as the “disintegration of traditional ways of life in the material and intellectual ferment of capitalist modernity” (Dunn, 2008). Furthermore, there was a newly developed desire for …show more content…
Simmel and Lukacs, describe this relationship as being between the principle of market exchange and the rationalization of culture, which is the change of traditions, values, and emotions as motivators for behavior in society with rational, or calculated ones. (Dunn, 2008). Additionally, the form of the commodity is the product and result of alienation which is the foundation of consumer society (Dunn, 2008). This thought was further built upon by the Frankfurt school, which conceptualized a unifying theme of commodity fetishism, as the creation of need (Dunn, 2008). Capitalist society creates a culture where human need is reconfigured as not something that is organic, but rather the means of achieving profit (Dunn, 2008). As everything begins to be commodified, and …show more content…
The Marxian outlook would be that the profit driven economic system of the cellphone market pushed and is continuing to push it beyond the basic or true needs of an individual. Which is true, as cellphones nowadays are far more advanced than needed, top of the line phones (most expensive) have similar power to that of a computer, they can ultimately perform almost identical tasks. Furthermore, commercialization is a rationalized economic strategy, which is utilized to increase sales. Traditional (old) Nokia phones, did everything one could ask for a phone as being a source of communication, however, because of it’s inability to commercialize it died away. The status-seeking, theory believes that consumption, is an expression of social hierarchy, and a differentiating structure in social society. We see this in the phone market between apple vs android, the two most dominant companies. Studies have shown, that Android solely based on technological capabilities, are better, but because of the social status and prestige attached to Iphones, they sell more. Lastly, the hedonistic view of consumption, sees mass culture as a shift in the rising levels of consumer desire and culture towards a controlling mass culture known as the pleasure principle. This is evident in the phone market, due to the cultural and social construction of want and need regarding the purchase of a phone. Phone companies