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EN
The characteristic discriminant of contemporary societies, particularly in economically developed countries, is, on the one hand, the expansion of consumerism in various spheres of economic and social life, while on the other hand, it is the attempt to restrict excessive consumption. The principal aim of this paper is the description of the chosen changes in consumption in contemporary society and their economic consequences. The author searches for answers to the following question: What orientations mark out the behaviour of consumers in the market? In the search for answers to this question, the orientation towards excessive consumption that is stimulated by the ideology of consumerism and deconsumption as a protest against consumerism have been placed under analysis. In analysing the ideology of consumerism, the main styles of consumerism have been indicated as follows: consumption of pleasures, compulsive consumption and symbolic consumption. In contrast to the behaviour associated with over-consumption, the behaviour in pursuit of the restriction of the consumption of goods indirectly connected with actual needs has been described, namely sustainable consumption and anti-consumption, as well as the voluntary simplicity movement in consumption.
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DE
Im Artikel lege ich Hauptmerkmale von ludischen Einstellungen im gegenwärtigen Konsumerismus dar, indem ich vor allem auf die in ihm auftretenden Werteaspekte hinweise. In der Welt des Konsums scheint alles möglich und für jeden zugänglich zu sein. Das Leben soll angenehm sein und wird mit der Unterhaltung assoziiert. Der Mensch spielte immer, das Spiel sicherte Erholung nach der Arbeit, es war Preis für Mühe und Anstrengungen. Heute soll der Mensch möglichst oft spielen, weil das als ein Zeichen des Erfolgs in der Konsumwelt gilt. Spielen kann jedoch nur jemand, der Zeit und Geld für Unterhaltung hat. Gute Unterhaltung zeugt vom sozialen Status. Im Endergebnis wächst ihre Bedeutung: Das Spiel wird zur Pflicht. Die soziale Bedeutung erwächst nicht aus der Art der ausgeführten Arbeit oder aus ihren Ergebnissen, sondern aus der Art der Unterhaltung des Konsumenten. In der Konsumwelt wird das Spiel eine Art Wert, also etwas, was dem Leben des Konsumenten den Sinn gibt.
EN
In the world of consumption everything seems to be possible and accessible for everybody. The life should be pleasant, and such a life is connected with fun. The man has been always having fun; the entertainment helped him to rest after the work. It was a reward for the effort and self – sacrifices. Nowadays, the man should have fun as often as possible, as this is a sign of the success for the standards of the world of consumption. Thus, having fun is reserved only to those who have time and money to use for entertainment. Having a good fun indicates a social status. In consequence its significance grows. It is well seen to have fun. Namely, social significance is given not by the kind of work and its effects, but by the way the  consumer is having fun. In the world of consumption having fun is becoming a kind of value, in other words that, what gives the reason for the consumer’s life.
PL
W artykule opisuję główne cechy postaw ludycznych we współczesnym konsumpcjonizmie, zwracając uwagę przede wszystkim na występujące w nim aspekty aksjologiczne. W świecie konsumpcji wszystko wydaje się możliwe i dla każdego dostępne. Życie ma być przyjemne, a takie życie wiąże się z zabawą. Człowiek zawsze się bawił, zabawa pozwalała na odpoczynek po pracy, była nagrodą za trud i wysiłek. Obecnie człowiek powinien bawić się jak najczęściej, ponieważ jest to oznaką sukcesu na miarę świata konsumpcji. Bawić może się jednak ten, kto ma czas i pieniądze na zabawę. Dobra zabawa świadczy o statusie społecznym. W efekcie jej znaczenie rośnie. Należy się bawić. Społeczne znaczenie nadaje nie rodzaj wykonywanej pracy i jej efekty, lecz to, w jaki sposób konsument się bawi. W świecie konsumpcji zabawa staje się rodzajem wartości, czyli tym, co nadaje sens życiu konsumenta.
EN
We live in a society and culture of consumption. What are the characteristics of this culture? What has contributed to its formation? In what way does it influence people? These are the main questions tried to be answered in the article Culture of consumption. The culture of consumption is the culture of ordinariness. It lures and attracts crowds in many ways. It is light, simple, pleasant and a little bit infantile. It does not demand any effort, absorbtion or preparation. The aim of the culture of consumption is buying, using and dispensing goods that satiate people’s wishes. The culture of consumption advocates material and hedonistic values. The culture of ordinariness is subject to the rule of the market. It is not the producer who imposes products but the consumer who decides through his individual choices, on the producer’s success. Such culture creates changes in social life. Social inequalities and identity problems occur. An individual is alone in its consumption and is deprived of durable social bond. Consumption determines the place in a social structure, it defines group identities and it creates the sense of self value. The culture of consumption forms a man and a man expresses his needs and wishes in this culture.
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