SSOAR Logo
    • Deutsch
    • English
  • English 
    • Deutsch
    • English
  • Login
SSOAR ▼
  • Home
  • About SSOAR
  • Guidelines
  • Publishing in SSOAR
  • Cooperating with SSOAR
    • Cooperation models
    • Delivery routes and formats
    • Projects
  • Cooperation partners
    • Information about cooperation partners
  • Information
    • Possibilities of taking the Green Road
    • Grant of Licences
    • Download additional information
  • Operational concept
Browse and search Add new document OAI-PMH interface
JavaScript is disabled for your browser. Some features of this site may not work without it.

Download PDF
Download full text

(201.2Kb)

Citation Suggestion

Please use the following Persistent Identifier (PID) to cite this document:
https://nbn-resolving.org/urn:nbn:de:0168-ssoar-63996

Exports for your reference manager

Bibtex export
Endnote export

Display Statistics
Share
  • Share via E-Mail E-Mail
  • Share via Facebook Facebook
  • Share via Bluesky Bluesky
  • Share via Reddit reddit
  • Share via Linkedin LinkedIn
  • Share via XING XING

La figura del consumidor en la modernidad: un análisis simmeliano de las estrategias empresariales de marketing

The figure of the consumer in the modernity: a Simmelian analysis of marketing business strategies
[journal article]

Szlechter, Diego

Abstract

We analyze the links between two conceptions of 'the consumer' in modernity: one in Georg Simmel's classic book 'Philosophy of money', and the other implicit in the marketing strategies of modern companies. In modernity, the division of labour, and social differentiation, have produced a general sen... view more

We analyze the links between two conceptions of 'the consumer' in modernity: one in Georg Simmel's classic book 'Philosophy of money', and the other implicit in the marketing strategies of modern companies. In modernity, the division of labour, and social differentiation, have produced a general sense of intellectualization, in which objective culture and cultural products have acquired their own life, independently of their creators, who are more and more anonymous. This process makes possible a detachment of the subject from things. Money or, in Simmel's terms, the monetary economy, unifies all products through an abstract value. These products are converted from ends in themselves into means to other ends. This provides for two divergent paths forward, which reflect the ambivalent character of modernity: on the one hand, the subject can develop a hyper- developed appreciation of the world, achieving independence from the immediate necessities of life and developing an aesthetic sensitivity towards objective culture. But, on the other hand, the proliferation of consumption, and its penetration into almost all facets of life, can undermine and alienate even the most intimate space that the subject might try to keep private.... view less

Keywords
disengagement; marketing

Classification
Cultural Sociology, Sociology of Art, Sociology of Literature

Free Keywords
Consumer; Modernity; Cultural Sensitivity; Simmel

Document language
Spanish

Publication Year
2007

Page/Pages
p. 99-114

Journal
Athenea Digital: Revista de Pensamiento e Investigacion Social (2007) 12

Status
Published Version; reviewed

Licence
Deposit Licence - No Redistribution, No Modifications


GESIS LogoDFG LogoOpen Access Logo
Home  |  Legal notices  |  Operational concept  |  Privacy policy
© 2007 - 2025 Social Science Open Access Repository (SSOAR).
Based on DSpace, Copyright (c) 2002-2022, DuraSpace. All rights reserved.
 

 


GESIS LogoDFG LogoOpen Access Logo
Home  |  Legal notices  |  Operational concept  |  Privacy policy
© 2007 - 2025 Social Science Open Access Repository (SSOAR).
Based on DSpace, Copyright (c) 2002-2022, DuraSpace. All rights reserved.