Postmodern Impacts on the Consumption Patterns, Activities and Theories

Öz

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

Anahtar Kelimeler

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

Postmodern Impacts on the Consumption Patterns, Activities and Theories

Öz

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.

Anahtar Kelimeler

• Postmodernism
• consumption
• hyperreality
• fragmentation
• brand community
• nostalgia

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