Rewolucja konsumpcyjna i kształtowanie się podmiotu emocjonalnego w perspektywie Norberta Eliasa
Streszczenie
The aim of this article is to analyze the interdependence between the processes of
forming mass markets and the processes of rationalizing emotion and the shaping of
modern hedonism. The author uses the perspective of Norbert Elias’s process sociology,
in which the monopolization of resources results in the growth of dependence between
all the inhabitants of the territory encompassed by the monopoly, and this is accompanied
by a civilizing process, or the rationalization of the behaviours of individuals. The
author presents the idea that the integration process at the level of humanity, as survival
unit on the platform of the global market and consumption culture, is ongoing. As an
example, the author analyzes the first stage in the consumer revolution in Poland after
the Second World War, where fashion was shaped on one side by the socialist ideology
of progress, and on the other by the romantic ethic present in communications from the
West. Individual emotion as a factor guiding behaviour corresponds to the logic of the
market, and fashion is the process of mediating between the market and the individual.
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