Vartojimas kaip socialinė problema

LTStraipsnyje svarstoma vartojimo kaip socialinio reiškinio bruožai, bandoma atskleisti vartojimo įtaką socialiniams santykiams ir asmenybei. Teorinių įžvalgų, stebėjimų, sociologinių tyrimų bei neformalių interviu medžiagos pagrindu apibrėžiami vartojimo parametrai, įvairių socialinių sluoksnių sąlytis su juos supančiais daiktais ir produktais, reklamos vaidmuo. Visuomenė apibūdinama per jos narių vartojimo raiškos skirtumus, vartojimo modelių gyvavimą. [Iš leidinio]Reikšminiai žodžiai: Vartojimas; Vartojimo kultūra; Reklama; Vertybės; Consumption; Consumer culture; Advertising; Values.

ENThe authoress, using theoretical material, results of sociological research, life stories analyzes the features of consumption, which is a significant phenomenon of today’s society. After long years of ascetic socialist consumption the beginning of the new era can hardly be imagined without the explosion of consumer’s ’hedonism’ or without the satisfaction of long-restrained needs and desires. We can see in the consumption sphere the orientation to Western culture, involvement of many new styles, manifestation of new tastes. According to P. Bourdieu, lifestyle is an expression of class position; the styles of consumption are the means of exhibiting the ’cultural capital’; social distinction is marked by tastes which are formed as part of class habitus. Nowadays consumption is the element that structures (isolates or intergrates) people in a new way: goods are important for the society as the marks of social groups. The level and structure of consumption, social attitudes to consumption depend on some variables such as social class, age, sex, education. The authoress presents the features and peculiarities of the Lithuanian advertisement. In the article the conceptions of Z. Bauman, C. Camp­bell, P. Sztompka, M. Foucault are analysed, the material of students’ sociological research is presented. [From the publication]