POSTMODERN PAZARLAMA VE ZITLIKLARIN BİRLİKTELİĞİ

Öz

20 yüzyılın sonlarında hemen hemen her alanda etkisini göstermeye başlayan postmodern düşünce; felsefe, edebiyat, psikoloji, sosyoloji gibi birçok alanın yanında pazarlama alanında da etkisini göstermektedir. Hızlı gelişen teknoloji, modernizmden postmodernizme geçişi hızlandırmış ve kültürde yaygın bir değişime yol açmıştır. Pazarlama faaliyetlerinin kültüre bağımlı olarak hareket etmesi, bu kültürleri yansıtmak adına pazarlamada farklı gelişmelere yol açmaktadır. Birbiri ile ilişkisi olmayan sahneler ve kişiliklerin bir arada olması sonucu tüketiciler tüketim faaliyetlerini mevcut ortama göre şekillendirmişlerdir. Postmodern kültürün “zıtlıkların birlikteliği” koşulu “Her şey kabul edilir” söyleminin en önemli dayanağıdır

Anahtar Kelimeler

• Postmodernizm, Postmodern pazarlama, Zıtlıkların birlikteliği

Öz

Since the end of 20th century, postmodern thought which can be seen in almost every field has an impact on philosophy, literature, psychology, sociology as well as marketing. Rapidly developing technology has accelerated the transition from modernism to postmodernism and has led to widespread changes in culture. As a result of Marketing activities acting as culture dependent, different developments in marketing are used to reflect these cultures. Because of that scene and personalities which not related to each other coexist;consumers have shaped their consumption activities according to the current atmosphere. The element of postmodernism, “Juxtaposition of opposites”, is one of the main foundation of the saying “anything can be juxtaposed to anything else”

Anahtar Kelimeler

• Postmodernism,Postmodern marketing,Juxtaposition of opposites

Kaynakça

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