The Third Consumer Culture and Contemporary Capitalism

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  • 第三の消費文化と現代資本主義
  • ダイサン ノ ショウヒ ブンカ ト ゲンダイ シホン シュギ

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Consumer societies are now so complicated that it is difficult to understand them without the premise of their autonomic direction of development. In order to understand the dynamics of consumer culture, I formulate a three-phase theory of consumption, and three ideal types of consumer culture. The first consumer culture is oriented to rationalism, pursuing efficiency and the increase or expansion of goods. The second is characterized by other-oriented and anti-rational consumption. The third is composed of consumption seeking cultural values and that with social responsibility. These three cultures are currently coexisting, but I believe the third consumer culture is the most active now, will be more active from now on, and should be the most active under the present situation of consumer societies. This third consumer culture will probably vitalize small enterprises to some extent, and may even have some effect on the state of cities, work and employment, the global economy and others.

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