Pogled na konzumerizam kroz razne sociološke perspektive

master's thesis

• Title (english): A view of consumerism through various socioloogical perspectives
• Author: Denis Prelević
• Mentor: Mladen Puškarić (mentor)
• Committee member: Marinko Šišak (predsjednik povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Committee member: Mladen Puškarić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Sociology); Zagreb
• Defense date and country: 2016-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Sociology

Abstract

Ovaj rad predstavlja pozitivne i negativne učinke konzumerizma i marketinga. Promatraju se potrošnja kao društveni fenomen, ponašanje potrošača i konzumeristički trendovi. Objašnjeni su obrasci potrošnje kroz različite životne faze gdje svaka trpi određene posljedice. Marketing je postavljen kao oružje konzumerizma, u fokusu su reklame, marke i brendovi te koncept medija. Posebna je pažnja dana marketingu usmjerenom prema djeci i načinu na koji to direktno utječe na oblikovanje slijedećih generacija.
Rad nudi i alternative konzumerizmu kroz pokrete otpora, kulturu, samoaktualizaciju i iskustvo. Konzumerizam i održivi razvoj ne idu ruku pod ruku, stoga se ovoj temi treba posvetiti individualno i kolektivno. Na individualnoj razini rješenja za opsjednutost materijalnim su iskustvo i bivanje, a na kolektivnoj jedinstvo i dijeljenje nasuprot odvojenosti i želje za hladnim profitom.

Abstract (english)

This work puts a light on the positive and negative effects of consumerism. Consumption as a social phenomenon, the behaviour of consumers and consumerist trends are the main aspects of this part. It explains how the patterns of consumption change through different stages of life, and what consequences they bring. Marketing is portraired as a weapon of consumerism, putting comercials, labels, brands and the concept of media into focus. Special attention is given to child-directed marketing and the way it ultimately affects the mold for the next generations.
The work also offers some alternatives to consumerism such as resistance movements, culture, self-actualisation and experience. Sustainable development doesn't go hand-in-hand with consumerism, henceforth this subject should be adressed from both individual and collective standpoints. On an individual level, the solutions for material obsession are simply experiencing and being. On a collective level unity and sharing go against separation and the desire for cold profit.

• Keywords: konzumerizm; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:111:722136
• Study programme: Title: Department of Sociology; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra sociologije (magistar/magistra sociologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-06 12:12:21