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(Post)socijalnost u suvremenom potrošačkom prostoru
Author(s) -
Sanja Stanić
Publication year - 2011
Publication title -
sociologija i prostor
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.163
H-Index - 8
eISSN - 1849-0387
pISSN - 1846-5226
DOI - 10.5673/sip.49.1.1
Subject(s) - physics , humanities , art
U radu se kao reprezent suvremenih potrošačkih prostora razmatratrgovački centar. U ovim strukturama pažljivo su kombinirani sadržaji i ponuda, a kupovina se obavlja praktično i u ugodnom okruženju. Vrijeme kupovine i dokoličarskih aktivnosti stopili su se u jedinstveno vrijeme potrošnje, dok je sam prostor postao mjesto okupljanja i socijalne živosti. Temeljem rezultata istraživanja, u radu se raspravlja socijalnost u trgovačkom centru. Potrošački prostor promatran je kao mjesto interakcija između prostora i aktera, te aktera međusobno.Postignuti nalazi pokazuju kako je trgovački centar kreirano okruženje, koje elementima interijera, atmosferikom i sadržajima odašilje poruku s temeljnim ciljem poticanja potrošnje. Premda se trgovački centar manifestira kao socijalno mjesto, a kupovina i potrošnja kao socijalne aktivnosti, socijalnost je u potrošačkomokruženju prividna i limitirana. Tehnologije sve više zamjenjuju rad prodavača, koji postaju dodaci uređajima, dok su tradicionalne odlike njihovog posla minimalizirane, a komunikacija neiskrena i naučena. Zaključuje se kako se u suvremenim potrošačkim prostorima socijalni odnosi transformiraju u postsocijalne, koje obilježava gubitak spontanosti i reciprociteta, dok odnosi sa stvarima zamjenjujuodnose s ljudima.In the article a shopping centre is considered as a representative of the contemporary consumption space. In these structures contents and offers are carefully combined, while shopping can be done effectively and in a pleasant environment. Shopping time and leisureactivities merge here into the unique time of consumption while the space becomes a scene of getting together and social vibrancy. Based on the research results, the paper discusses the sociality in a shopping center. Consumption space is seen as a place of interaction between space and actors, and actors themselves. Obtained results indicate that a shopping center is a created environment, which, with the elements of interior design, amenities and atmospherics sends a message whose basic aim is encouraging consumption. Although a shopping center is a public place and shopping and consumption are social activities, in this consumer environment sociality is false andlimited. Technologies increasingly replace the salespersons’ work and they become machine adjuncts. Traditional qualities of their work are minimized and their communication is insincere and learned. The conclusion emphasizes the fact that in the modern consumptionspace social relations are transformed into the postsocial ones and marked by the loss of spontaneity and reciprocity. At the same time human relations are replaced by thing relations

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