Postmodern Impacts on the Consumption Patterns, Activities and Theories

Year 2008, Volume: 13 Issue: 13, 215 - 231, 07.04.2014

Uğur Batı

Abstract

Bu çalışma, postmodern olarak adlandırılan tüketim biçimini araştırıp, postmodernizm
sürecinde yaşanan bazı
konuları aydınlatmayı amaçlamaktadır.
Makale kapsamında yürütülen araştırma,
tüketim etkinlikleri üzerindeki postmodern
dönemde oluşan etkileri ortaya
çıkarmak, bu tip bir tüketimin anlamını
araştırmak ve yapısını ortaya koymak
amacıyla, bütünce olarak belirlenen
reklamları ve tüketim biçimlerini örnek
olarak ortaya koymaktadır. Çalışma
kapsamında, postmodern olarak adlandırılan
tüketim biçiminin temel karakterlerinin
üst-gerçeklik, parçalanma,
öznenin merkezleştirilmemesi, nostaljinin
metalaştırılması ve marka topluluğu biçimi olduğu belirtilmiştir. Bunun yanında,
konunun oldukça ayrıntılı olduğu vurgulanmış
ve bu nedenle konu hakkında
daha ayrıntılı bir çalışma gerçekleştirmenin
zorunluluğu ifade edilmiştir

Keywords

Postmodernizm, tüketim, üst-gerçeklik, parçalanma, marka topluluğu, nostalji

Postmodern Impacts on the Consumption Patterns, Activities and Theories

Abstract

This paper investigated the postmodernist notion of consumption and attempts to identify some of the concerns raised by postmodern. The study proposes a methodology based
on showing sample case advertisements and consumption forms for the revealing postmodern impacts on consumption and for interpreting the meaning and understanding the structure of such consumption forms. In the research, it’s stated that from the postmodern perspective on consumption, hyperreality, fragmentation, decentring of the subject, commodification of nostalgia and brand community forms are essential characteristics. However, it’s reveal that this subject is highly comprehensive and the evaluation of the conclusions would be a subject for a wider and more comprehensive study.

Keywords

Postmodernism, consumption, hyperreality, fragmentation, brand community, nostalgia

References

• Barthes, Roland (1990). Çağdaş Söylenler. Tr., Tahsin Yücel, İstanbul: Hürriyet Vakfı Publications.
• Barthes, R. (1999). The Old Rhetoric in The Semiotic Challenge, Tr., Richard Howard, New York: Hill&Wang.
• Baudrillard Jean. (2003), Simulakrlar ve Simulasyon. Tr., Oğuz Adanır, İstanbul: Doğu Batı Publications.
• Baudrillard, Jean (2004). Tüketim Toplumu. Tr., Hazal Deliçaylı ve Ferda Keskin, İstanbul: Ayrıntı Publications. Blattberg, R.C. and Deighton, J. (1991, “Interactive marketing: exploiting the age of addressability”, Harvard Business Review, Fall, pp. 5-14.).
• Brown, Stephen (1994). Marketing as multiplex: Screening postmodernism, European Journal of Marketing. Bradford: 1994. Vol. 28, Iss. 8,9; pg. 27-52
• Brown, Stephen (1995). Postmodern Marketing. Londra: Routledge.
• Brown, Stephen (1999). Retro-marketing: yesterday’s tomorrows, today! Marketing Intelligence & Planning, 17/7, pp. 363-376
• Cova, B. (1997), “Community and Consumption. Towards A Definition Of The ‘Linking Value’ of Product of Services”, European Journal of Marketing, Vol. 31 No. 3/4, pp.297-316.
• Cova, Bernard & Véronique Cova (2002). “Tribal Marketing: The Tribalisation of Society and Its Impact on the Conduct of Marketing.” European Journal of Marketing, Vol. 36, N. 5/6, 2002, pp.595-620.
• Davis, F. (1979). A yearning for yesterday: “A sociology of nostalgia.’’ London: Collyer MacMillan.
• Debord, Guy (1996). Gösteri Toplumu. Tr., A. Ekmekçi ve O.Taşkent. İstanbul: Ayrıntı Publications.
• Dittmar, H. (1992). The Social Psychology of Material Possessions: ‘’To Have is to Be. Hemel Hempstead’’: Harvester Wheatheaf.
• Douglas, M. (1982). In the Active Voice. London: Routledge
• Douglas, M. ve Isherwood, B. (1999). Tüketimin Antropolojisi. Tr., E. Attila Aytekin, İstanbul: Dost Publications.
• Elliott R. (1994). “Addictive Consumption: Function and Fragmentation in Postmodernity”, Journal of Consumer Policy, Vol. 17, pp.159-179.
• Ewen, Stuart (1976). Captains of Consciousness. New York: McGraw-Hill. Featherstone, M. (1996). Postmodernizm ve Tüketim Kültürü. Tr., Mehmet Küçük, İstanbul: Ayrıntı Publications.
• Firat, A. & Venkatesh, A. (1993). “Postmodernity; The Age of Marketing,” International Journal of Research in Marketing, Vol 10, pp.227-49.
• Firat, A.F. and Venkatesh, A. (1995), “Liberatory postmodernism and the re-enchantment of consumption”, Journal of Consumer Research, Vol. 22 No. 3, pp. 239-67
• Firat, A.F., Dholakia, N. and Venkatesh, A. (1995), ``Marketing in a postmodern world’, European Journal of Marketing, Vol. 29 No. 1, pp. 40-56
• Firat, A.F. ve Venkatesh, A. (1995), “Liberatory Postmodernism and The Consumption”, Journal of Consumer Research, Vol. 22, pp.239-67.
• Firat A. Fuat, C. J. Shultz II (1997). “From Segmentation to Fragmentation. Markets and Marketing Strategy in the Postmodern Era”, European Jour nal of Marketing, Vol. 31 (3/4), pp.183- 207
• Gabriel, Y. and T. Lang (1995). The Unmanageable Consumer: “Contemporary Consumption and its Fragmentations’’. London: SAGE Publications.
• Gergen, K. (1991, The Saturated Self: “Dilemmas of Identity in Contemporary Life”, Basic Books, and New York, NY.
• Giddens, A. (1991). Modernity and SelfIdentity: Self and Society in the Late Modern Age. Cambridge: Polity Press. Goldman, R. & Papson, S. (1994). Advertising in the Age of Hypersignification Theory, Culture and Society, 11, pp.23-53.
• Goulding, Christina (2002). Remaining the Past: Heritage visiting and the Nostalgic Consumer, Psychology and Marketing, Vol. 18 (6), pp.565-592.
• Goulding, Christina (2003). ‘Issues in Representing the Postmodern Consumer’ Qualitative Market Research: An International Journal. Vol: 6, No: 3, pp.153-154.
• Harvey, David (1999). Postmodernliğin Durumu. Tr., Sungur Savran, 2.ed., İstanbul: Metis Publications.
• Hirschman, E. C. (2000). Consumers’ use of intertextuality and archetypes. Advances in Consumer Research 27: pp.57-63.
• Holbrook, M. B. (1993). Nostalgia And Consumption Preferences: Some Emerging Patterns of Consumer Tastes. Journal of Consumer Research, 20, pp.245–256.
• Howell, J. (1991). A revolution in motion: Advertising and the politics of nostalgia. Sociology of Sport Journal, 8, pp.258–271.
• Jameson, F. (1994). Postmodernizm: “Ya da Geç Kapitalizmin Mantığı”.Tr., Nuri Plümer, İstanbul: Yapı Kredi Publications.
• Jhally, Sut (1987). The Codes of Advertising. New York: Routledge.
• Kellner, Douglas (1992). Popular Culture and the Construction of Postmodern Identities, (edited: Lash, S vd.,) Oxford: Blackwell
• Kozinets, R. V. (2001). Utopian enterprise: articulating the meanings of star trek’s culture of consumption. Journal of Consumer Research, 28(1): pp.67-88.
• Lee, M. (1993). Consumer culture reborn: ‘’The cultural politics of consumption.’’ London: Routledge. McAlexander, James H., John W. Schouten, and Harold F. Koening
• (2002), “Building Brand Community,” Journal of Marketing, 66 (January), pp. 38–54.
• McCracken, G. (1990). “Culture and Consumer Behaviour: An Anthropological Perspective”, Journal of the Market Research Society, Vol. 32 No. 1, pp. 3-11.
• Mick, D. G. and Buhl, C. (1992) ‘A Meaning— based Model of Advertising Experiences’, Journal of Consumer Research, 19, December, pp. 317-38.
• Muniz, AM. ve O’Guinn, T.C. (2001). “Brand Community”, Journal of Consumer Research, Vol. 27, Mart, pp. 412-32.
• O’Donohoe, S. (1994). “Raiding the Postmodern Pantry: Advertising Intertextuality and the Young Adult Audience”, European Journal of Marketing, March-April 1997 v31 i3-4, pp. 234-236.
• Ooi, C.S. (2001), ``Tourist historical products: packaged pasts of Denmark and Singapore’’, Scandinavian Journal of Hospitality and Tourism, Vol. 1 No. 2, pp. 113-32.
• Ritzer, George (1998). Toplumun Mc Donaldlaştırılması. Tr Süer Kaya. İstanbul: Ayrıntı Publications.
• Rorty, R. (1979. Philosophy and the Mirror of Nature. Princeton University Press, Princeton, NJ.).
• Solomon, M., (2004). Tüketici Krallığının Fethi “Markalar Diyarında Pazarlama Stratejileri.” Tr., Selin Çetinkaya, İstanbul: Media Cat.
• Stern, B. (1992). Historical and Personal Nostalgia in Advertising Text: Journal of Advertising, 31, pp. 11–22. Thomas, Michael J. (1997). ‘’Consumer Market Research; Does it Have Validity? Some Postmodern Thoughts’’Marketing Intelligence & Planning, 15/2, p.9
• Van Raaij, W.F. (1993). “Postmodern Consumption”. Journal of Economic Psychology, No. 14, pp. 541-63.
• Venkatesh, A. (1995). “Ethnoconsumerism: A New Pradigm to Study Cultural and Cross-Culture Consumer Behavior”, İçinde: J.A.Costa ve G.J. Bomossy. (Der), Marketing in a Multicultural World. California: Sage Publications.
• Venkatesh,A.(1999). ‘Postmodern Perspecties for Macromarketing:An lnquiry Into the Global Inf.& Sign Economy,’Journal of Macromarketing, Vol.19.No:12,December,pp.153-155.