Community and consumption

Bernard Cova (European School of Management, Paris, France)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 1997

Abstract

Encapsulates the debate on the topics of confusion in consumption and the return of community. Starting with an ethnosociological analysis structuring the passage from modernity to postmodernity around the metamorphosis of the social link, aims at clarifying and explaining the different levels of the postmodern confusion in consumption. Modernity entered history as a progressive force promising to liberate humankind from everyday obligations and traditional bonds. As a consequence, modern consumption emphasized essentially the utilitarian value (“use value”) of products and services. Postmodernity, on the contrary, can be said to crown not the triumph of individualism, but the beginning of its end with the emergence of a reverse movement of a desperate search for community. With the neo‐tribalism distinguishing postmodernity, everyday life seems to mark out the importance of a forgotten element: the social link. Consequently, postmodern consumption appears to emphasize the “linking value” of products and services. Concludes with an exploration of the implications of postmodernity for rethinking marketing with the integration of the linking value concept.

Keywords

Citation

Bernard Cova (1997) "Community and consumption", European Journal of Marketing, Vol. 31 No. 3/4, pp. 297-316

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DOI

: https://doi.org/10.1108/03090569710162380

Publisher

:

MCB UP Ltd

Copyright © 1997, MCB UP Limited

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