scholarly journals The Construction of Femininity in Shopping

2019 ◽  
Vol 2 (1) ◽  
pp. 57
Author(s):  
Yan Huang
Keyword(s):  
Social Relations ◽  
Consumer Society ◽  
Moral Principles ◽  
Female Consumers ◽  
Psychological Analysis ◽  
Consumption Culture ◽  
Commercial Operation ◽  
The One ◽  
Different Characteristics ◽  
Traditional Image

In different historical stages, the nature of women has been explained from the religious myth, the moral principles, the scientific rationality and the psychological analysis. In the consumer society, the widespread consumption not only changes people’s daily life but also their social relations, world views and values. Men and women with the effect of commodities show different characteristics. The consumption generalization is the basic fact in the consumer society. Women, as the important consuming power, become the key target group for enterprises and media. In order to correspond with the commercial operation, the mass media guides women and constructs a femininity to serve for the commercial profits.Generally speaking, consumption culture constructs femininity from the following two aspects: on the one side, it constructs a modern female beauty standard—young, beautiful and sexy. Women thus become a huge consuming group of hairdressing and fashion. On the other side, it still advocates the traditional image of good housewives. Female consumers are oriented as the agent purchasers for the whole family. It demonstrates in this paper that shopping is sexual consuming. Woman’s beautiful image and good housewives image presents on their “agent purchasers” role in shopping.

scholarly journals The Construction of Hyper-Reality of Advertisement in Consumption Culture

2019 ◽  
Vol 3 (2) ◽  
pp. p190
Author(s):  
Yan HUANG
Keyword(s):  
Driving Force ◽  
The Other ◽  
Consumer Society ◽  
Collective Consciousness ◽  
Contemporary Society ◽  
Specific Point ◽  
Consumption Culture ◽  
Social Logic ◽  
The One

In the light of Baudrillard’s theory on consumption (symbol, simulation and simulacra, hyper-reality), this thesis discusses a specific point in the process of goods circulation: creating a consumption market by constructing a hyper-reality in advertisement. On the one side, consumption and consumerism are introduced. In contemporary society consumption has already become a lifestyle. Consumerism has been internalized as a kind of social logic. On the other side, modern consumption takes symbols as the presentation of consuming. Symbol value substitutes subject value. Symbol appears; subject disappears. The reality is deconstructed. Hyper-reality is constructed. Finally, hyper-realistic advertisement is the driving force of the consumer society. Advertisement constructs a kind of hyper-realistic consumption cultural, which finally is rationalized as a general collective consciousness.

A estranha objetividade do valor: trabalho, ideologia e capital no pensamento de Marx

2019 ◽  
Vol 11 (3) ◽  
pp. 157-175
Author(s):  
Wécio Pinheiro Araújo
Keyword(s):  
Social Relations ◽  
Social Reality ◽  
Sao Paulo ◽  
Social Representation ◽  
Labor Process ◽  
São Paulo ◽  
Concrete Experience ◽  
The Social ◽  
Social Logic ◽  
The One

Resumo: Em O Capital, Marx nos alertou que a mercadoria tem um caráter misterioso que carrega “sutilezas metafísicas e argúcias teológicas”. Este artigo tenta decifrar um pouco desse mistério buscando decodifica-lo naquilo que denominamos como a estranha objetividade do valor. Para isso, analisamos a relação entre a ideologia e o valor a partir da crítica marxiana à mercadoria, consignada à lógica de Hegel. Vemos que o valor se constitui como razão ontológica da mercadoria enquanto produto do processo de trabalho que carrega uma racionalidade imanente, isto é, um espírito socialmente produzido que se objetiva à medida que é vivenciado pelos indivíduos como uma lógica social que rege as relações nesta sociedade. Isso se dá por meio de “sutilezas metafísicas” na formação da realidade social marcada por contradições estabelecidas entre, de um lado, o conteúdo objetivo das relações sociais, e de outro, a forma como essas relações são vivenciadas pela consciência na sociedade capitalista. Nesta relação entre conteúdo e forma, encontramos determinações de profundidade ontológica entre o valor e a ideologia, enquanto forma social que opera harmonizando as contradições constituintes da realidade social, a exemplo do que acontece no trabalho assalariado. A mediação ideológica se põe como uma progressão imanente à materialização da vivência concreta da relação entre capital e trabalho no salário, de maneira a naturalizar a exploração que se esconde na estranha objetividade do valor que se realiza na troca de mercadorias. Concluímos que a conexão ontológica entre o ser social e a mercadoria é socialmente ubíqua, precisamente por conta do seu caráter ideológico na formação da sociabilidade a partir do processo de trabalho subjugado ao capital.  Palavras-chave: Valor. Ideologia. Trabalho, Capital. Salário.  Abstract: In Capital, Marx warned us that the commodity has a mysterious character bearing "metaphysical subtleties and theological insights." This article attempts to decipher a little of this mystery by decoding it into what we call the strange objectivity of value. For this, we analyze the relation between ideology and value from the Marxian critique of the commodity, consigned to the Hegelian logic. We see that value is constituted as the ontological reason of the commodity as the product of the labor process that carries an immanent rationality, that is, a socially produced spirit that is objectified as it is experienced by the individuals as a social logic that governs the relations in this society. This is done through "metaphysical subtleties" in the formation of social reality marked by contradictions established between, on the one hand, the objective content of social relations, and on the other, the way in which these relations are experienced by consciousness in capitalist society. In this relationship between content and form, we find determinations of ontological depth between value and ideology, as a social form that operates by harmonizing the constituent contradictions of social reality, as in wage labor. Ideological mediation is seen as an immanent progression to the materialization of the concrete experience of the relation between capital and labor in wage, in order to naturalize the exploitation that is hidden in the strange objectivity of the value that is realized in the exchange of commodities. We conclude that the ontological connection between the social being and the commodity is socially ubiquitous precisely because of its ideological character in the formation of sociability from the labor process subjugated to capital.  Keywords: Value. Labor. Ideology. Capital. Wage.  REFERÊNCIAS  ADORNO, Theodor W. Teoria Estética. [Asthetische Theorie]. Tradução de Artur Morão. – São Paulo : Livraria Martins Fontes, 1988.  ADORNO, Theodor W. Três estudos sobre Hegel. [Drei Studien zu Hegel]. Tradução: Ulisses Razzante Vaccari. – 1. Ed. – São Paulo: Editora Unesp, 2013.  ARAÚJO, Wécio Pinheiro. Ideologia e capital: crítica da razão imanente à sociedade moderna. Tese de doutorado. João Pessoa, PB; Leipzig, Saxônia, UFPB/UFPE/UFRN-HGB, 2018.  ARTHUR, Christopher J. A nova dialética e “O Capital” de Marx. Tradução de Pedro C. Chadarevian. – São Paulo : Edipro, 2016.   DUSSEL, Enrique. A Produção Teórica de Marx: um comentário sobre os Grundrisse. Tradução de José Paulo Netto. – 1 ed. – São Paulo : Expressão Popular, 2012. GERAS, Norman. Marx and the Critique of Political Economy. In: Ideology and Social Science: politics, sociology, anthropology, economics, history. – Ed. by Robin Blackburn, Fontana/Collins, 1977, p. 284-305.  JAEGGI, Rahel. Alienation: News directions in Critical Theory. Columbia Uni. Press, 2014.  HERÁCLITO, de Éfeso. Heráclito : fragmentos contextualizados. Tradução, apresentação e comentários Alexandre Costa. – São Paulo : Odysseus Editora, 2012.  HEGEL, G. W. F. Fenomenologia do Espírito [Phänomenologie des Geistes]. Tradução de Paulo Meneses; com a colaboração de Karl-Heinz Efken, e José Nogueira Machado. – 5. ed. – Petrópolis, RJ : Vozes : Bragança Paulista, Editora Universitária São Francisco, 2008.  MARX, Karl. Das Kapital: Der Produktionprozess des Kapitals. Erster Band, Erstes Buch (Kapitel XVI-LII). Hamburg, Nikol Verlag., 2016.  MARX, Karl. Grundrisse: manuscritos econômicos de 1857-1858 : esboços da crítica da economia política. – supervisão editorial Mario Duayer; tradução Mario Duayer, Nélio Schneider (colaboração de Alice Helga Werner e Rudiger Hoffman). – São Paulo : Boitempo; Rio de Janeiro: Ed. UFRJ, 2011.  MARX, Karl. Manuscritos econômico-filosóficos. [Ökonomie-philosophische Manuskripte] Tradução, apresentação e notas de Jesus Ranieri. - 2. reimp. - São Paulo : Boitempo Editorial, 2008.  MARX, Karl. O Capital – Crítica da Economia Política. Livro 1 – O Processo de Produção do Capital. Vol. I – 10 ª. Edição, Tradução de Reginaldo Sant’ Anna. Do original em alemão: DAS KAPITAL – Kritik der politischen Ökonomie (Buch I: Der Produktionsprozes des Kapitals, Quarta edição, 1890). São Paulo : DIFEL, 1985.  MARX, Karl. O Capital – Crítica da Economia Política. Livro 1 – O processo de produção do capital. Do original em alemão: DAS KAPITAL – Kritik der politischen Ökonomie (Buch 1: Der Produktionsprozess des Kapitals.  – São Paulo: Boitempo, 2013.   NICHOLS, Bill. Ideology and the Image: Social Representation in the Cinema and Other Media. Bloomington: Indiana University Press, 1981.

scholarly journals Improving ‘Consumer Protection’ with Buddhist Ethics: Necessity, Possibility and Challenge

MANUSYA ◽  
2007 ◽  
Vol 10 (1) ◽  
pp. 11-34
Author(s):  
Suntharee T. Chaisumritchoke
Keyword(s):  
Consumer Protection ◽  
Regulatory System ◽  
Consumer Society ◽  
Moral Foundation ◽  
Drug Marketing ◽  
Moral Principles ◽  
Regulatory Systems ◽  
National Drug ◽  
Mixed Feelings ◽  
The Mind

This article primarily aims to draw attention to the concept of consumer protection in health care and the drug regulatory system. Consumer protection originated in the Western tradition and later it became a consumer protection model adopted by countries all over the world. However, it has been challenged when consumers have encountered the various unethical drug marketing strategies of the pharmaceutical industry. Modern advertising and aggressive drug marketing have considerably contributed to and stimulated mixed feelings of greed, fear and delusion so that consumers’ minds have become weak and vulnerable. Meanwhile, the minds of physicians and the drug regulators have been more or less influenced. National drug regulatory systems have been inevitably undermined. Consequently, this concept needs to be reexamined and improved. Overall, the article provides a theoretical investigation of two fundamental moral principles of consumer protection, one based on Western ethics as the foundation of the original concept and the other a new approach applied from the principles of Buddhism. This article is designed to discuss the advantages and limitations of a moral foundation to the concept for consumer protection and to propose possible Buddhist ways of improvement, particularly in strengthening the mind in order to prevent patients, consumers, physicians, regulators, producers and others related to the drug regulatory system from mind manipulation by consumerism in a consumer society.

scholarly journals TRANSFORMATION OF BUSINESS MODELS IN LIGHT INDUSTRY IN THE CONTEXT OF ROBOTIZATION

2020 ◽  
pp. 73-81
Author(s):  
T. Serhiyevich
Keyword(s):  
Information And Communication Technologies ◽  
Social Relations ◽  
Social Reproduction ◽  
Business Models ◽  
Consumer Society ◽  
Fashion Industry ◽  
Light Industry ◽  
Sign System ◽  
Responsible Consumption ◽  
New Business

The article is devoted to the study of the specifics and transformation of business models in modern light industry in the context of robotization. It was revealed that the subjects of the light industry and the fashion industry are focused on the production of social relations, including the formation of needs and mechanisms for the recognition and social reproduction of the sign system, the construction of the connection of manufactured goods with the generally accepted sign system, management of the mechanisms of access of various groups of the population to sign goods. Against the background of the spread of the business model of fast fashion, the development of which was facilitated by social (the formation of a consumer society), economic (economic growth in the second half of the 20th century and the growth of welfare) and technological (robotization, the development of transport and information and communication technologies) factors, new business models are formed according to the principles of responsible consumption. It has been proven that in the short and medium term, their widespread and growth are unlikely, and the recycling strategies of fabric and clothing manufacturers will remain peripheral. As a result, it was found that even in radically different business models, the production of social relations is fundamental, and capitalization is carried out through the conversion of cultural, symbolic and reputation capital into economic capital.

scholarly journals Graffiti as a sign: the semiotic approach to the study of the phenomenon

2019 ◽  
Vol 9 (18) ◽  
pp. 92-98
Author(s):  
Maria Chikarkova ◽  
Keyword(s):  
Cultural Context ◽  
Single Point ◽  
Point Of View ◽  
Urban Life ◽  
Street Art ◽  
The Media ◽  
Cultural Code ◽  
The One ◽  
Different Characteristics

Although graffiti is a well-known phenomenon of street art, there is still no single point of view on this phenomenon (even if it is considered art at all). Both the essence and the manifestations of graffiti remain a matter of debate - there are dozens of different classifications, that they are based on different characteristics. However, the phenomenon has rarely attracted attention from the point of view of semiotics, though it is the semiotic reading of graffiti that makes it possible to understand its nature more deeply. Due to semiotics we could create an integrative classification, which would combine stylistics and subject matter into one system. The article made exactly such an attempt –providing of the semiotic classification of graffiti, based on Ch. Peirce’s classification of semiotic signs. Graffiti is a sign, because it has a material shell of the latter, a marked object and rules of interpretation. It functions within the subculture and signifies the individual's desire to escape from the deterministic nature of urban life (J. Baudrillard). It is a culture of the semiosphere, which continuously gives rise to new connotations and, accordingly, generates new receptions. An important component of graffiti interpretation is the cultural code; it is not read outside the field of conventionality, cultural context. Decoding of graffiti can occur in three ways. From our point of view, it is appropriate to use S. Hall’sclassification. He suggested a scheme for "decrypting" messages in the media, however, in our opinion, his scheme works for any communicative act (including graffiti). He distinguished dominant ("dominant-hegemonic"), oppositional ("oppositional") and negotiated ("negotiated") decoding. In the graffiti situation, oppositional decoding prevails among ordinary recipients (passers-by). U. Eco called this type aberrant, because it provides "decryption" of text with a different code than the one it was created for. Authors of graffiti themselves are often not fully aware of what they createalso. Modern writers use techniques of op-art, Dadaism, surrealism, etc., without being very oriented in all these directions. When graffiti combines different types of art (for example, the combination of painting with literature), it takes into account the features of inter-semiotic translation, which makes the decoding situation even more complicated. We offercreating a semioticclassificationofgraffiti, that might be based on Ch. Peirce’s classification of semiotic signs, whichdistinguishthesigns-copies, signs-indexes, signs-symbols. It could help the essence of graffiti and decode them.

scholarly journals Principle of bioethical responsibility in moral values continuum of modern medicine

2006 ◽  
Vol 5 (5) ◽  
pp. 147-150
Author(s):  
V. M. Sokolov
Keyword(s):  
Modern Medicine ◽  
Medical Professional ◽  
Reference Points ◽  
Theory And Practice ◽  
Professional Schools ◽  
Moral Principles ◽  
Formation Conditions ◽  
The One ◽  
Practice Development

Determination of responsibly professional position of modern medicine supposes investigation of the medicine activity basis and is connected with such domain reflections which appeal for the new ethical reference points of practical and theoretical medi- cine. At present modern medicine progress and the newly practice of professional medical care is at variance with settled moral principles and values and raises medical and philosophical problems which could not been considered objectively in Hippocrat's eth- ics or in the traditional medical norms of ethics and deontology. Necessity in the elaboration of bioethical imperative of responsibil- ity is keenly revealed in consiquense of the emerged breach between the level of biomedical theory and practice development on the one hand and the lag of medicine moral components of theoretical and practical medicine care on the other. In the article under consideration the condition of bioethical responsibility problem is analyzed in the professional legitimaton of medicine activity aspect. It also deals with formation conditions of bioethically responsible students in medical professional schools.

scholarly journals The impact of convergent technologies on changing labor markets

KANT ◽  
2020 ◽  
Vol 37 (4) ◽  
pp. 240-245
Author(s):  
Tatiana Vorontsova
Keyword(s):  
Labor Market ◽  
Social Relations ◽  
Technological Development ◽  
Natural World ◽  
Social Rights ◽  
Physical Strength ◽  
Humanistic Approach ◽  
The One ◽  
The Impact

The article analyzes the problems of the development of convergent technologies, which, on the one hand, make it possible to overcome the natural limitations of man and expand his capabilities, on the other hand, threaten humanity. The author identifies various research positions in assessing the prospects for NBIC convergence - from overtly alarmist to overly enthusiastic. A classification of possible results of technological innovations is proposed, in which changes in the natural world, the technical environment and the transformation of social relations and spiritual and moral values are highlighted. Trends in the labor market are noted such as job cuts due to automation, the polarization of the labor market for highly paid intellectual workers and cheap physical strength, the emergence of new professions that require special education in several areas, changes in the organization of labor by the type of network interaction, the emergence of new forms of employment - temporary, deprived of guarantees and infringing on social rights. The future labor market is characterized as fragmented and isolated. The conclusion is drawn about the need for a humanistic approach in assessing the prospects of technological development.

scholarly journals The Necessity of Moral Principles in Moral Education

2015 ◽  
Vol 15 (2) ◽  
Author(s):  
EJ Udokang
Keyword(s):  
Moral Education ◽  
The Other ◽  
Analytic Method ◽  
Self Directed Learning ◽  
Proper Place ◽  
Moral Principles ◽  
Other Hand ◽  
Directed Learning ◽  
The One

Many well-meaning parents and teachers are hamstrung in their attempts at moral education of their children and wards. Hence they are caught in some dilemma. On the one hand, if they incline toward the code of conception, they tend to be authoritarian in their approach; if, on the other hand, they favour some variant of the romantic reaction, they may expect that children will go it alone and decide it all for themselves. To overcome this dilemma, there is need for a synthesis of both alternatives. It is precisely the synthesis of these two positions (principles and creativity) that we propose to explore in this paper as a preliminary to any discussion on moral education. With analytic method as a tool, the paper concludes that until a more adequate view of morality which embroils the proper place for both authority and self-directed learning is synthesized, a discourse on moral education will be of no good.

scholarly journals How to transfer a coupon-based event into a hedonic shopping experience? Retail branding implications based on the glamour shopping days

2016 ◽  
Vol 38 (2) ◽  
pp. 219-238 ◽  
Author(s):  
Zita Kelemen ◽  
Péter Nagy ◽  
Ildikó Kemény
Keyword(s):  
Peer Group ◽  
Age Groups ◽  
Future Research ◽  
Consumer Society ◽  
Adult Women ◽  
Theoretical Frameworks ◽  
Female Consumers ◽  
Shopping Experience ◽  
Hedonic Utilitarian ◽  
Retail Branding

The paper examines the motivational drivers behind the participation of Hungarian consumers on a special shopping event, also known as Glamour Days. The study encompasses a variety of related conceptualizations such as hedonic/utilitarian shopping values, self-gifting as well as impulsive buying practices. After the introduction of relevant consumer behaviour concepts and theoretical frameworks, the paper presents a qualitative research on adult and adolescent female consumers’ shopping experiences during Glamour Days. By building on phenomenological methodology, this study also portrays the ways this shopping event has changed consumer society within an originally strongly utilitarian attitude driven Hungarian culture. The phenomenological interview results highlight differences within the motivational drivers of pleasure-oriented shopping for the two age groups. For teenagers, the main motivation was related to the utilitarian aspect due to their financial dependence and the special opportunity to stand out of their peer group by joining an event that is exclusively held for adult women. On the other hand, adult women are motivated by combined hedonic and utilitarian values manifested in self-gifting and impulse buying within an effectively planned and managed shopping trip. Based on the results, retail specific strategies are provided along with future research directions.

scholarly journals The financialization of Danish cooperatives and the debasement of a collective housing good

2018 ◽  
Vol 38 (2) ◽  
pp. 140-155 ◽  
Author(s):  
Maja Hojer Bruun
Keyword(s):  
Social Relations ◽  
Common Good ◽  
Local Communities ◽  
Economic Changes ◽  
Housing Cooperatives ◽  
Private Interests ◽  
Public Sharing ◽  
Collective Housing ◽  
The One ◽  
Political Economic

The article tells the story of Danish cooperative housing’s radical transformation from a collective housing good and commons to a financialized asset during the 2000s when neoliberal housing reforms were introduced and the mortgage finance market was deregulated. Processes of financialization of collectively owned housing have to be understood not only in relation to the dynamics of the surrounding housing market and political-economic changes but also to the communities and social relations that they presuppose and feed off, often in contradictory ways, as people are motivated by both solidarity and private interests. Housing cooperatives have existed as a form of collective housing throughout the 20th century, balanced, on the one hand, between the reproduction of kin, family and local communities and the common good and, on the other, between the market and the reproduction of the base for both families, local communities and the larger public sharing the housing commons. During the 2000s, processes of financialization brought the market and the cooperatives’ base so close together, primarily through new mortgaging opportunities, that families and communities have lost their savings and the base has been undermined, both in a material and an immaterial sense.

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