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PL
Konsumpcja stała się jednym z centralnych pojęć w zachodniej kulturze. Kategorię tę, choć tak istotną dla współczesnej kultury, trudno jednoznacznie zdefiniować. Opierając się na literaturze przedmiotu, w artykule przeprowadzono dyskusję nad znaczeniem tego pojęcia. Stwierdzono, że nie ma zgody co do definicji konsumpcji. W różnych jej ujęciach nacisk kładziony jest na jeden z trzech czynników: zaspokajanie potrzeb; utratę wartości konsumowanego dobra, jego zużycie; akt kupna. Wartość artykułu wynika ze wskazania różnych sposobów pojmowania konsumpcji i zwrócenia uwagi na możliwość szerokich zastosowań tej kategorii dla opisu współczesnej rzeczywistości społecznej.
EN
Consumption has become one of the central notions in the western culture. This category, though so important for the contemporary culture, can hardly be defined explicitly. Based on the subject literature, the author in his article carried out discussion on the importance of this notion. He stated there was no consent as to the definition of consumption. In different approaches to it, an emphasis is made on one of the three factors: meeting needs; loss of value of the consumed good, its depletion; act of purchase. Value of the article results from the indication of various ways of understanding consumption and paying attention to the possibility of wide applications of this category for description of the contemporary social reality.
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PL
In this article, the author reflects on Big Data analytics in the context of the problem of cognitive representation. There are many voices declaring that the era of Big Data has brought a radical breakthrough in human cognitive abilities. Some – especially in the world of business and marketing, and to a lesser extent in the field of science – argue that for the first time we can reach a clean, objective picture of reality and keep track of its changes. The article is a critical commentary to this thesis. In Big Bata analytics, cognitive activities are assessed not from the point of view of their compliance with reality, but the possibility of achieving set goals. Big Data mining can be, and often is, an important tool for reality control and forecasting – which does not mean it can discover objective truth and create accurate representations of reality.
EN
The paper presents in detail the views on consumption of the classics of Frankfurt School: Theodor Adorno, Max Horkheimer, Erich Fromm, Herbert Marcuse. They argued that in capitalist society not only work, but also the market consumption -– although taken voluntarily and bringing consumers satisfaction -– becomes a source of alienation. They conceived alienation as depriving individuals of some fundamental aspect of humanity (individualism, creative potential, critical thinking). While in Marx’s theory means of production belonged to the capitalist class, which controlled them, on the grounds of Frankfurt School discourse means of consumption are supervised by increasingly anonymous, reified system, whose unwitting creator, and at the same time a victim, is each consumer. In this perspective, all members of capitalist society are subjected to oppressive ideology of consumerism, which is a kind of false consciousness.
PL
Consumption in sociology is often considered a manifestation of status. According to Pierre Bourdieu, individuals determined by habitus and class dispositions, by consuming certain goods and the style of consumption, consciously or not, demonstrate their status. Bourdieu recognized the uniform hierarchy of status derived from a class structure. Today, this perspective is contested. It is difficult to reconcile it with theories stating class dehierarchization and individualization of society, especially with postmodern concepts. This does not mean that consumer behaviors lost its distinctive function. However, the criteria of distinction (and therefore the source of the status hierarchy) do not necessarily have a class background. In today’s world they are more relativized, more ephemeral and determined by cultural factors. The article examines the source of the status hierarchy in contemporary consumer societies, indicating the role of fashion and the phenomenon of “hip” (“cool”).
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PL
Artykuł analizuje obecną w socjologii narrację, która w konsumpcji widzi narzędzie odkrywania bądź też refleksyjnego kształtowania tożsamości konsumenta. We współczesnym, pozbawionym oparcia w trwałych instytucjach społeczeństwie, jednostki doświadczają braku zakorzenienia, stąd funkcjonują w poczuciu niepewności swojej tożsamości. Brak tej ostoi w znacznej mierze rekompensuje rynek. Efektem wykorzenienia z dawnych struktur i rosnącej roli rynku nie musi być sfabrykowana, sformatowana przez marketing tożsamość, jak twierdzą postmarksistowsko zorientowani autorzy. Wręcz przeciwnie – jednostka może w bardziej niż kiedyś świadomy sposób kreować swą tożsamość, ale wymaga to ciągłych wyborów zapośredniczonych przez systemy eksperckie. Prezentowane przez owe systemy dyskursy wyrażają różnorodne, często wykluczające się stanowiska – co pluralizuje „rynek tożsamości”. Konsumpcja niekoniecznie standaryzuje i wzmacnia konformizm, lecz może służyć jako narzędzie krytycznych, kontestujących dominujące ideologie samookreśleń. W artykule omówione zostały między innymi: koncepcja konsumpcji rozwijana przez Szkołę Birmingham, stanowiska polemiczne wobec idei głoszącej strukturalną determinację konsumpcji, idea refleksyjnej konsumpcji Anthony’ego Giddensa, w końcu indywidualistyczna i psychologizująca wizja Colina Campbella. Wszystkie zaprezentowane koncepcje argumentują, że jednostka może, w procesie konsumpcji, w aktywny sposób kreować swą tożsamość. W dzisiejszym świecie konsument otrzymuje szeroką gamę sposobów problematyzacji tożsamości oraz wiele instrumentów do rozwiązywania owych problemów.
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The article analyzes the sociological narrative, which sees consumption as a tool of discovering or reflective shaping of consumer’s identity. In contemporary societies, lacking support in stable institutions, individuals experience disembeddedness, hence they are uncertain of their identities. Lack of this foundation is largely compensated by the market. Disembeddedness from the old structures and the growing role of the market does not need to result in fabricated identities, formatted by marketing – as post-Marxist oriented authors declare. On the contrary – individuals can create their identities in much more conscious way, but it requires constant choices mediated by expert systems. Discourses presented by these systems express diverse, often conflicting positions, hence the „identity market” is pluralized. Consumption does not necessarily standardize and strengthen conformity, but can serve as a tool for developing identities which challenge the dominant ideologies. The article discusses the concept of consumption developed by the School of Birmingham, positions polemical to Bourdieu’s idea of structural determination of consumption, Anthony Giddens’ model of reflective consumption, Colin Campbell’s individualistic perspective on consumption. All presented concepts argue that individuals can, in the process of consumption, actively create their own identity. In today’s world consumers receive a variety of ways of problematizing their identity and many instruments to resolve them.
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EN
PostMarxist perspective perceived consumption primarily as an instrument of alienation. Cultural studies offered a different view. Focusing on using and reconstructing (both symbolic and physical) of goods, they argued that consumption may be a mechanism of authentic expression, a way of articulating consumer’s personal meanings. Cultural studies also demonstrated that consumers, through the process of consumption, can actively manifest their resistance to the market (or any imposed ideology). The paper traces the development of reflection on consumption within cultural studies, deriving from the work of Stuart Hall and Michel De Certeau, through the writings on subcultural and popcultural (in the sense of John Fiske) consumption, to contemporary subversive activities. It reveals the broad application of the notion of consumption for the purpose of describing contemporary social reality. The text discusses the concept of tactics and strategy, incorporation, as well as various forms of subversion. The author illustrates these concepts with observed examples or cases obtained from desk research. The paper examines the opposition potential of consumption, considers the cultural and social changes resulting from certain styles of consumption. It also poses the question of the status of consumer in today’s market. It offers different ways of interpreting the above problems present in the area of cultural studies.
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