Utjecaj marketinga na stvaranje potreba u konzumerističkom društvu 21. stoljeća

Pejaković, Andrea. (2016). Utjecaj marketinga na stvaranje potreba u konzumerističkom društvu 21. stoljeća. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Sociology. [mentor Afrić, Vjekoslav].

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Abstract

In conetemporary society of the 21st century the new maxim with wich to define it is „I consume, therefor I am“. Consumerist society is defined by hyperreproduction of materialgoods and services, but since realisticly there is no real need for so many products and options, the impuls for shopping must always be triggered anew. In structural approach in sociology, we see that what we consume is not only a product, or a service yet it's a sign (picture or a message) and that means that the consumer himself must be able to „read“ and understand that said message. In that way the consumer knows what or how to consume (Baudrillard, 2003). Market system and consumption are the dominant processes of communication and they are interconnected with consumer socialization prcess. Those are very immportant ways how the culture is transmited in Western societies. The immportance of sociology in understanding the strenght of marketing and commercials in making the needs and wants in the consumer mind is understandably large. Also, it's immportant to understand consumer behavior and motivations, while understanding all other economic and psychological elements that define what it means to be a consumer in the 21st century. When we discuss consumerist society we are talking about the culture of consumption. Wich is defined through status, values and everyday activities that are focused around consumption of material goods. Contemporary marketing promotes shopping culture, because it paints the abillity to shop as freedom and virtue ( Croteau, Hoynes, 2003). It's very important to create consumer mass, because only then the mass production of products and goods will be profitable. That is possible through creation of new sociogenic needs and habits. Material goods have symbolic meanings written into them, so they are no longer only functional products, they also have socially atributed values ( prestige, happiness, sensuality, etc.). So today, the value of a product or a service is no longer defined only by their functional or econommic value, it's mostly defined by their cultural (meningfullness) value. Marketing and commercials in this have huge part and accountability, because they are those wich atribute those meanings to a material object. Marketing makes it look like every product has it's own life, what commercials promise is that those product have values wich are transmiteable on their new owners. The needs and wants are created in the consumers becuse they are not focused only on a particular product, now theye are focused aslo on appropriation of the values that are bestowed upon a materioal good.

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