Per una sociologia della merce: un'analisi sociologica del consumo e della cultura materiale

Abstract

La tesi si occupa di studiare i processi di consumo e comunicazione sociale legati alla forma merce. Interpretando il consumo diamo lettura dell\u2019universo di significato costruito dai soggetti, leggiamo le singole dimensioni individuali per fonderle all\u2019interno di un\u2019unica realt\ue0: la societ\ue0 dei consumi. Scoprire, descrivere e analizzare la ricostruzione dei significati sociali della cultura materiale \ue8 alla base della ricerca sul campo. La riduzione del ciclo di vita dei prodotti \ue8 una prassi aziendale, in special modo nelle societ\ue0 occidentali e, in questo studio, \ue8 considerato un assioma. La prospettiva socio\u2010economica ha rilevato l\u2019esistenza del concetto di Nuovo: una forma di consumo che trascende la materialit\ue0 della merce. Tale concetto non emerge come alter ego del processo di innovazione aziendale ma si presenta, al pari di un feticcio, dotato di vita propria.The key concept of the thesis is to analyze the meaning and the evolution of material culture studies. Many theories have been formulated in the following fields: anti\u2010consumerism, historical, anthropological, socio\u2010anthropological, communicational and aesthetic. In each of theese traditions there is a concept which has helped to stimulate material culture studies. The thesis would demonstrate how different fields of study show the relevance of material culture nowadays and in the past. The discussion of the goods\u2010people relationship brings each approach to focus its analysis on a distinct abstract idea; for example, anti\u2010consumerism theory is sustained by fetishism construct. Another further general aim of the thesis is to describe the evolution of Sociology of Consumption in Italy, an academic field of study which saw the light in 1964 thanks to Alberoni's book: Consumption and Society. Then, as a reverse process, I'd like to stress the role of the culture \u2010theoretical construct\u2010to create the Sociology of Consumption and to find out how the construct of material culture have founded the Sociology of fashion and Semiology. In the field research the intention is to observe the relatioship between a new goods and the suject who uses it. The purpose of the thesis is to analyse the relationshp between goods and people to find out if there is something deeper within a new goods which cannot be included in the Sociology of fashion