Ideologija sodobne potrošnje skozi oči patološkega narcisa

Panjan, Larisa (author), Šabec, Ksenija (mentor)

Sodobna potrošnja je med najpomembnejšimi pogoji obstoja kapitalistične družbe. Novonastale potrošniške potrebe pogojujejo koncept umetno ustvarjenih želja. Vloga same potrošnje se je v petdesetih letih močno spremenila, sedaj deluje po principu: ne potrebujem, dokler ne vem, da obstaja – in ko imam, pozabim, zakaj sploh potrebujem. Potrošnik skuša s potrošnjo in kupovanjem produktov nadomestiti občutek praznine, nezadovoljstva in osamljenosti. Gre za iluzijo, da ima ta produkt užitek, socialni status in življenjski slog, ki pa je opuščena v trenutku, ko je produkt v rokah. Čar potrošniške družbe namreč je, da to nezadovoljstvo nadomestimo s ponovnim nakupom in novo željo, pri tem pa gre le za kratek užitek. Patološki narcis je podrejen matrici, ki jo generira današnji kapitalizem, in je idealen kompulziven potrošnik, obseden z materialno akumulacijo in socialno potrditvijo. Patološki narcis svoje potrebe in želje najbolj izraža skozi potrošnjo in kupovanjem produktov, ki naj bi mu prinesli osebno zadovoljstvo ter vzbudili občutek sreče. Osrednja tema, ki me bo vodila skozi celotno nalogo, je patološki narcis kot idealen predstavnik potrošniške družbe, ki eksistira skozi potrošnjo. Cilj diplomske naloge je skozi interpretacijo virov in strokovne literature opisati patološkega narcisa skozi potrošnjo, z namenom predstaviti ga kot idealnega predstavnika današnje potrošniške družbe.

• Language: Slovenian
• Keywords: potrošnja, patološki narcis, kapitalizem, potrošniška družba
• Work type: Bachelor thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2019
• PID: 20.500.12556/RUL-108238
• COBISS.SI-ID: 36274013
• Publication date in RUL: 22.06.2019

Secondary language

• Language: English
• Title: The ideology of modern consumption through the eyes of the pathological narcissus

Abstract

Modern consumption is one of the most important conditions for the existence of a capitalist society. New-born consumer needs condition the concept of artificially created desires. The role of the consumption itself changed considerably in the 1950s, now it works according to the principle: I do not need it until I know it exists - and when I have it, I forget why I needed it at all. The consumer tries to replace the feeling of emptiness, dissatisfaction and loneliness by consuming and buying products. It is an illusion that this product has enjoyment, social status and lifestyle, which is abandoned the moment when the product is in their hands. The charm of the consumerist society is to replace this dissatisfaction with repurchasing and a new desire, but it is only a short pleasure. Pathological narcissus is a subordinate matrix generated by today's capitalism and is the ideal compulsive consumer obsessed with material accumulation and social confirmation. The pathological narcisus mostly expresses its needs and desires through the consumption and purchase of products, which should bring him personal satisfaction and arouse a sense of happiness. The focus of this work is the pathological narcissus as an ideal representation of consumerist society, who exists through consumption. The goal of this thesis is to describe the pathological narcissus through consumption in order to present it as an ideal member of today’s consumerist society with the help different sources and academic literature.

• Keywords: consumption, pathological narcissus, capitalism, consumerist society