913 KB48 KB198420251998Campbell, Colinletnik:14številka:27/28str. 11-25ISSN:0352-3608COBISSID:18890845URN:URN:NBN:SI:doc-UD8XICBVslFakulteta za družbene vedeSlovensko sociološko društvoDružboslovne razpravepotrošniška družbapotrošništvosocial psychologysocialna psihologijaSkrivnost in moralnost modernega potrošništva|There are two problems preventing an adequate understanding of modern consumerism. The one is the existence of a wide-spread tendency to regard behaviour directed at the satisfaction of wants (as opposed to needs) as trivial and unworthy activity, one prompted by dubious motives. The other is the absence of an adequate sociological theory. This paper suggests that these two problems are closely related and that attempts to resolve the "mystery" of modern consumerism require confronting this in-built moral bias. In contrast to the prevailing "other-directed" theories of consumption and "inner-directed" hedonistic theory is presented, one that meets the critical need for a theory of "modern" consumption. Such a theory avoids importing the usual negative judgements concerning the motives underlying consumer behavior (e.g. acquisitiveness, status-seeking, envy) but at the cost of associating the activity with another generally negatively judged activity - the search for pleasure. However, it is noted, that there is a tradition of thought in which hedonism is associated with spiritual concerns and high ethical idals and hence that it might be possible for social scientists to employ such a theory without necessarily importing the usual negative moral judgementsObstajata dve vprašanji, ki onemogočata ustrezno razumevanje modernega potrošništva. Eno je povezano s široko težnjo, da bi vedenje, usmerjeno k zadovoljevanju želja (kot nasprotja potreb), imeli za trivialno in nevredno dejavnost, dejavnost, ki jo spodbujajo dvomljivi motivi. Drugo je povezano z odsotnostjo ustrezne sociološke teorije. V tej razpravi trdim, da sta ti vprašanji tesno povezani in da poskusi, da bi rešili "skrivnost" modernega potrošništva, zahtevajo, da se soočimo s tem zadrtim moralističnim predsodkom.V nasprotju s prevladujočimi teorijami potrošje, obrnjene k drugim, ponujamo "navznoter obrnjeno" hedonistično teorijo, teorijo, ki zadovoljuje odločilno potrebo po teoriji moderne potrošnje. Taka teorija se izogiba uporabiti običajne negativne sodbe o motivih, ki poganjajo potrošniško vedenje (tj. lakomnost, pehanje za statusom, zavist), a zato poveže to dejavnost z drugo, prav tako splošno negativno ocenjeno dejavnostjo -z iskanjem užitka. Vendar pa smo zapisali, da obstaja mišljenjska tradicija, ki hedonizem povezuje z duhovnimi prizadevanji in z visokimi etičnimi ideali; družboslovci potemtakem lahko uporabijo tako teorijo, ne da bi nujno izrekali običajne negativne moralne sodbeTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaSlovensko sociološko društvo