Postmodern Impacts on the Consumption Patterns, Activities and Theories

Yıl 2008, Cilt: 13 Sayı: 13, 215 - 231, 07.04.2014

Uğur Batı

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

Kaynakça

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