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CONSUMPTION

CONSUMPTION AS DISCOURSE

Discourse is social organization of interaction aimed to define the

reality..

Consumption means definition of objects by words and action.

In order to become object of consumption, the object must be difined.

Karl Marx:

To consume means to use.

What is the goal?

For what?

PRODUCTIVE CONSUMPTION

Production means consumption.

Main goal is profit.

The way to get profit is production of use value.

.

Individual Consumption

Man is self-producer.

Consumption is self-production.

Different direction of reproduction

Reproduction of which aspect of human being?

BUSINESS APPROACH

Man is a consumer. Individual consumption is a precondition of production and a source of profit.

Man as a worker. Individual consumption is a precondition of the labor power reproduction.

STATE APPROACH

A man is a unit of population. Individual consumption is precondition of the reproduction of human resources as a basis of economic, military and political power.

Reproduction of labor resources, mothers, soldiers, etc.

Humanist Approach

Individual self- reproduction through

consumption.

CONSUMER DISCOURSE

It is a social interaction with the aim to define the reality of commodities and services.

What is it?

How can it be used?

What for it can be used?