- •CONSUMPTION
- •CONSUMPTION AS DISCOURSE
- •Karl Marx:
- •PRODUCTIVE CONSUMPTION
- •Individual Consumption
- •Different direction of reproduction
- •BUSINESS APPROACH
- •STATE APPROACH
- •Humanist Approach
- •CONSUMER DISCOURSE
- •Any commodity is an object of consumer discourse
- •Object of the consumers’ discourse
- •Main participants of the discourse
- •Main direction of self- reproduction
- •HUMAN BODY AS AN OBJECT OF DISCOURSE
- •Objective element
- •Natural needs are defined in terms of particular culture.
- •Main direction of self-
- •BODY AS AN OBJECT OF DISCOURSE
- •Main direction of self-
- •Main direction of self- reproduction
- •Interpretation ways of the social integration in terms of particular culture
- •Main direction of self-reproduction
- •Symbol as an object of the discourse
- •Tourist identity
- •Shifts in the nature of the individual consumption
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?