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Constuction of Identity in the Emotional Culture
Prýmková, Karolína ; Balon, Jan (advisor) ; Holeček, Tomáš (referee)
Diploma thesis Construstion of Identity in the Emotional Culture deals with possible changes in the construction of identity of man after the fall of the millenium. The thesis stems from Eva Illouz's description of society which states that our present society is unprecedently emotional and rational at the same time. The goal of this thesis is to advocate the intitial statement, that in this organization of society the main source for construction of identity is no longer the consumption of material goods as it put notable social theorists since the second half of the twentienth century. I do not state that this remarkable era is fully over now, but I would like to point out, that consumption of material goods is loosing its strength in the process of identity construction due to the overall increasing living standards and mainly due to the fragmentarization of lifestyles. Considering the unprecedently high level of penetration of our society with emotion I consider them to be the new source of identity creation.
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Contribution of Frankfurt School to Critical Marketing Studies
Plíhalová, Eliška ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
The objective of this thesis is to uncover the basics of the contribution of Frankfurt School to critical marketing scholarship. Three questions were set down to meet this objective: Do the critical marketing scholars refer to the work of Frankfurt School? How do they view their theory, do they take it as a basis for their work or do they contest it instead? And are they exploring similar topics? The method of this thesis is a literature review, employed not only as a mere data gathering tool detecting articles that have elaborated Frankfurt School's ideas, but also applied to provide the reader with meaning-making, analysing understanding, interpretation and comparison. Therefore, a convenience sampling was used. While the descriptive part concerns Frankfurt School and presents selected writings, the analytical part juxtaposes these ideas with articles of critical marketing scholars. The analytical portion was sorted into following thematic areas, based on keywords derived from Tadajewski (2010): adopting critical view, materialism, consumer culture, consumer sovereignty, hegemonic role of the market and research assumptions. Clear analogies between approaches, topics and overall ethos have been detected between both disciplines and are emphasised throughout the paper.
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Consumer culture of social classes in terms of food purchasing and consumption habits
Novotná, Monika ; Šafr, Jiří (advisor) ; Prudký, Libor (referee)
Consumer culture of social classes in terms of food purchasing and consumption habits Monika Novotná Abstract This work deals with historical and sociological view on the issue of grocery obtaining and consumption between the end of World War II to the present. Grocery obtaining and consumption is understood as a symbolic expression of social status in society. The work is divided into two parts. Theoretical-historical part examines how food consumption is linked to changes of social stratification. Research part of thesis builds on the theme of food consumption by examining the shopping habits in relation to social class. The main question of theoretical-historical part is whether and how food consumption, relates to social differentiation. Trend of convergence of differences in consumption and rate of consumption stratification of social classes are monitored in time series in two eras - the communist period and the period after 1989. For both periods, a secondary analysis of historical data on the consumption of specific types of food that aims to detect differences or similar trends between social classes. While in the period of communism different social strata tend to convergence their consumption, with the exception of the cooperative farmers, whose consumption is influenced by self-supplying, after...
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Construction of Identity in the Emotional Culture
Prýmková, Karolína ; Balon, Jan (advisor) ; Holeček, Tomáš (referee)
Rigorous thesis Construstion of Identity in the Emotional Culture deals with possible changes in the construction of identity of man after the fall of the millenium. The thesis stems from Eva Illouz's description of society which states that our present society is unprecedently emotional and rational at the same time. The goal of this thesis is to advocate the intitial statement, that in this organization of society the main source for construction of identity is no longer the consumption of material goods as it put notable social theorists since the second half of the twentienth century. I do not state that this remarkable era is fully over now, but I would like to point out, that consumption of material goods is loosing its strength in the process of identity construction due to the overall increasing living standards and mainly due to the fragmentarization of lifestyles. Considering the unprecedently high level of penetration of our society with emotion I consider them to be the new source of identity creation.
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Constuction of Identity in the Emotional Culture
Prýmková, Karolína ; Balon, Jan (advisor) ; Holeček, Tomáš (referee)
Diploma thesis Construstion of Identity in the Emotional Culture deals with possible changes in the construction of identity of man after the fall of the millenium. The thesis stems from Eva Illouz's description of society which states that our present society is unprecedently emotional and rational at the same time. The goal of this thesis is to advocate the intitial statement, that in this organization of society the main source for construction of identity is no longer the consumption of material goods as it put notable social theorists since the second half of the twentienth century. I do not state that this remarkable era is fully over now, but I would like to point out, that consumption of material goods is loosing its strength in the process of identity construction due to the overall increasing living standards and mainly due to the fragmentarization of lifestyles. Considering the unprecedently high level of penetration of our society with emotion I consider them to be the new source of identity creation.
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