1. This study examines how fashion consumption influences identity development among university students in Lima, Peru. It finds that the students see themselves as having academic, economic, and social strength compared to previous generations, allowing them to overcome historical segregation.
2. Fashion consumption acts as a tool for social mobility and communication of evolving identities. Students use clothing to project future leadership roles and navigate different social spheres. Mothers especially influence fashion choices as a way to advance the family name.
3. Identities are flexible and combinatorial, allowing students to strategically present themselves differently in various social contexts. Fashion brands provide "pieces of a puzzle" to construct identities seen as desirable within social groups.
Lecture given at AUK department of Social and Behavioral Sciences - The French School - Part 2. Dynamic Anthropology, Balandier and the colonial situation
my report for Media 331: Media and Popular Culture at the College of Mass Communication, University of the Philippines Diliman - PhD Media Studies program
Lecture given at AUK department of Social and Behavioral Sciences - The French School - Part 2. Dynamic Anthropology, Balandier and the colonial situation
my report for Media 331: Media and Popular Culture at the College of Mass Communication, University of the Philippines Diliman - PhD Media Studies program
Grey Market:
Role of Governments
Attraction of grey market to firms
Counteracting the grey market
Consumers within the grey market
Conclusion
References
Grey Market:
Role of Governments
Attraction of grey market to firms
Counteracting the grey market
Consumers within the grey market
Conclusion
References
A Conceptual Framework for Examining Adolescent Identity,Med.docxsleeperharwell
A Conceptual Framework for Examining Adolescent Identity,
Media Influence, and Social Development
Blake Te’Neil Lloyd
University of South Carolina
The adolescent identity, media, and sociocognitive schema (AIMSS) framework offers
a theoretical understanding of adolescent consumption and cognitive processing of
media entertainment. Review and integration of mass communication theory, develop-
mental theory, and ecological theory serves as the conceptual foundation. The frame-
work outlines linkages between media exposure and adolescent development, in par-
ticular adolescent identity formation and social competence. A key contribution of the
model is consideration of the positive and negative aspects of adolescent cognition and
behavioral functioning. The present article offers several recommendations for testing
the utility of the AIMSS framework.
Less than a century ago, G. Stanley Hall pub-
lished his seminal work, Adolescence (1904),
which popularized the idea of adolescence as a
time of storm and strife. Since then our under-
standing of adolescence has slowly progressed
beyond a narrow focus on reactive, transient be-
haviors of maturing children to the study of intri-
cate developmental processes. Along the way,
several researchers have provided major concep-
tual and practical insights into our understanding
of how cognitive, social, and biological develop-
ment contribute to the overall well-being of the
adolescent. Erikson (1968), Elkind (1990), Brooks-
Gunn (1988), and numerous others have proposed
exemplary theoretical models that examine the
salient biological, psychosocial, and cognitive
tasks faced by adolescents. The key to deepening
this understanding of adolescent development is to
synthesize existing exemplary frameworks so as
to create new, perhaps eclectic, conceptual mod-
els. These new models must incorporate relevant
historical frameworks while simultaneously pre-
senting new theoretical perspectives that address
the interaction of the multiple domains of human
development within a contemporary context. If
adolescent social functioning is to be addressed
adequately, a close examination of the current
zeitgeist in which these youths develop is
paramount.
In this millennium, adolescents develop in an
environment saturated with technology, multi-
culturalism, and mass media imagery. Current
theories of adolescent development address the
biological and psychological growth of these
youths, but a comprehensive model that incor-
porates the sociocultural specificity of the 21st
century has not been set forth. If there is to be
an in-depth and more accurate understanding of
adolescent behavior, researchers must account
for these cultural and technological changes
within a developmental context. This article
lays out such a conceptual framework. It en-
deavors to present adolescent social develop-
ment within the context of these multiple phe-
nomena by considering the impact on adoles-
cent development and its most salient.
Yeni Zamanlarda Genç Yurttaşların Katılımı Konferansı
9-10-11 Mayıs 2014
www.sebeke.org.tr
www.twitter.com/sebekeprojesi
www.facebook.com/sebekeprojesi
www.sebeke.org.tr/
www.instagram.com/sebekeprojesi/
www.pinterest.com/sebekeprojesi/
Linking Social Change and Developmental ChangeShifting Path.docxjesssueann
Linking Social Change and Developmental Change:
Shifting Pathways of Human Development
Patricia M. Greenfield
University of California, Los Angeles
P. M. Greenfield’s new theory of social change and human development aims to show how changing
sociodemographic ecologies alter cultural values and learning environments and thereby shift
developmental pathways. Worldwide sociodemographic trends include movement from rural resi-
dence, informal education at home, subsistence economy, and low-technology environments to
urban residence, formal schooling, commerce, and high-technology environments. The former
ecology is summarized by the German term Gemeinschaft (“community”) and the latter by the
German term Gesellschaft (“society”; Tönnies, 1887/1957). A review of empirical research dem-
onstrates that, through adaptive processes, movement of any ecological variable in a Gesellschaft
direction shifts cultural values in an individualistic direction and developmental pathways toward
more independent social behavior and more abstract cognition—to give a few examples of the
myriad behaviors that respond to these sociodemographic changes. In contrast, the (much less
frequent) movement of any ecological variable in a Gemeinschaft direction is predicted to move
cultural values and developmental pathways in the opposite direction. In conclusion, sociocultural
environments are not static either in the developed or the developing world and therefore must be
treated dynamically in developmental research.
Keywords: social change, culture, cognitive development, social development, learning
The goal in this article is to develop a theory that links social
change with developmental change. It therefore deals simulta-
neously with two scales of development: change within a lifetime
and change across succeeding generations. In the field of devel-
opmental psychology, one normally thinks of developmental tra-
jectories as a constant across historical time. Indeed, a theoretical
problem is that theory and research in cultural psychology, includ-
ing cultural developmental psychology, assume that cultures are
static rather than dynamic. This article, in contrast, presents a
theory that, paradoxically, sees change in developmental trajec-
tories as the constant. A major goal of the theory of social
change and human development is to explain how, as sociode-
mographic conditions change, cultural values and developmen-
tal patterns are transformed across generations. Because socio-
demographic conditions are changing throughout the world—in
the direction of greater urbanization, higher levels of formal
schooling, increasing commercialization, and ever higher levels
of technology—the influence of social change on developmen-
tal patterns is an important domain in which theory is needed to
guide empirical research and to understand children and youths
in the United States and around the world.
A major strength of the theory of social change and human
development is.
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George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Running head: SOCIOLOGY
SOCIOLOGY
Sociology
Rough Daft
Name
Institution
Sociology
Sociology is a part of study of all types of human life if interactions and belongs to phenomena which is known as the social science. Sociology can also be taken to stand for the science of society. Sociology originated in the 19th century as a discipline in the academic field. Sociology is a major law governing the society and the human social relationship taking into account the primary interest in analyzing the problems that are encountered in the society (Ethnology, 1897). Sociology gives one the ideas of understanding and appreciating the basic principles of understanding what happens in the society
In studying sociology, the learner increases the benefit of honoring the culture, the social land behavior of a certain group of people. One can get the real difference between society and culture by definition: - society this is a group of people who live in a common place or one territory and have the same way of living. Culture this is the unique way of living shared by the same community (Friedrichs & Birnbaum, 1971).
Sociology originated because of a great concern for great changes that were taking place and the society thought that the scientist could not account for them fully. Feminism this is a study of science with reference to the way of behaving to men and women. Feminist have a great importance in the process of self-presentation with the relation of the social womanhood and the body appearance of a woman (Friedrichs & Birnbaum, 1971). This is majorly a big concern in the society to investigate the culture and to experiment with the means of representation in the whole community.
The divisions of feminism carries ample witness to the impossibility of making modern feminism as a symbol of unity in the present society such variations such as varying interpretations of their outcome have come up hence increasing the sense to talk about the popularity of feminists than of one. Women should have their representatives in the authority rather than been arbitrarily lead without having a share in the government to air out their views. Women should also be given positions in the government to show them they are valued hence avoiding despotism. We have many people in a state. The interaction of the people, as they live together, is very important and is explained in social science according to the behavior of the people in different perspectives and has its own origin and also a mode of expression. To evaluate how people tend to live both quantitative and qualitative approaches are used (Durkheim, 2013).
Functionalism is the school that emphasizes the study of the mind as an essentially useful, functional part of the human body. The functionalist attitude was a logical consequence of the spread of Darwinism and its doctrine of "survival of the fittest". Among the most prominent representatives of this current philosophy, William Jame.
El presente artículo permite exponer el método del etnomarketing aplicado al estudio de mercados emergentes, partiendo de la investigación a estrategias de negocio.
Primero, se hace un estado de la cuestión de los aportes teóricos a la antropología del consumo en el escenario peruano.
Segundo: Se expone un caso de investigación aplicada sobre transacciones financieras en el mercado emergente de Lima.
Por último, se realizan algunas reflexiones sobre el Etnomarketing como estrategia de negocio desde las claves de la conducta y la cultura.
Códigos del Consumidor Masculino de Cerveza - Pilsen
Programa Especializado en Psicología del Consumidor. Escuela de Posgrado UPC (Julio - 2016)
- Miguel Beltrán - Ximena Cruzado - Martin Facho - Malena Flores Angelo Midolo
MARKETING - PSICOLOGÍA DEL CONSUMIDOR
—Definición de comportamiento del consumidor
—Factores ambientales que afectan el comportamiento del
consumidor: cultura, subcultura, transcultura
—Clase social, grupos de referencia y familia
—Influencias personales y psicológicas del consumidor
—Aprendizaje y memoria
—Procesamiento de la información y manejo de percepciones
—Actitud
Modelo de planeamiento DICP para promover apoyo moral y económico a bomberos voluntarios del Peru
ISIL
Publicidad y Medios Digitales
Profesor: Nicolás Ortiz
Grupo: Agora
Lima, diciembre 2014
Etnografía en Calle Quilca, Lima Metropolitana. Barrio contra-cultural de
- Tribus musicales y artísticas
- ideología
- Bohemia Limeña
- arte Independientes y alternativo
Maestría en Comunicaciones
Curso: Antropología del Consumo
Alumno: Mario Vallejo
Lima, Diciembre 2014
Oferta y demanda del mercado de la Moda Retro. La re-comercialización, re-producción y re-diseño de prendas al estilo antiguo; y su relación frente a la obsolescencia planificada en el marketing.
Pontificia Universidad Católica del Perú
Facultad de Comunicaciones
Lima, Noviembre 2014
Tesis de Grado
Alumna: Verónica Chinguel
Asesor: Nicolás Ortiz Esaine
Estudio exploratorio sobre las experiencias, necesidades y percepciones del usuario (consumidor) del Corredor Azul y propuestas de mejora (innovación)
UPC - Escuela de Postgrado
Maestría en Dirección de Marketing y
Gestión Comercial
Curso: Psicología del Consumidor 2014 - II
Docente: Nicolás Otiz Esaine
Alumnos:
Luigi Casanova
Giulietta Castañeda
Pedro Henna
Carlos Palma
Ursula Rodriguez
Marca de Rudos
La pasión por la cual se relacionan estas personas son las Motos, por ello es que su comunicación es abierta entre seguidores.
Son personas que muestran un carácter fuerte, son espontáneas, muy seguras de si y quieren resaltar, por eso la diferencia en la forma de vestir.
Curso: Investigación creativa e insights
Grupo: Seis Nueve
Lima, Octubre 2014
PARAISO: Ayuda por Abrazos
Proyecto Juvenil, encargados de
dar apoyo social y cultural a familias del A.A.H.H. Paraíso.
(2012 – 2014)
Curso: Investigación creativa e Insights
Grupo: "Los Cools"
Lima, Octubre 2014
SELVA URBANA
Originaria de varias comunidades de Pucallpa, las cuales se asentaron en Lima en el año 2001 en busca de una mejor calidad de vida. Es un asentamiento urbano ubicado en el distrito del Rímac, entre el Mercado de Flores y el río Rímac, limita con Cercado de Lima y Barrios Altos. En un comienzo fueron 14 familias, ahora son cerca de 70, actualmente viven en condiciones precarias. Esta comunidad mantiene aún sus costumbres, hacen artesanía, pintura, música, gastronomía, danza, medicina natural; todo relacionado a la selva de nuestra país.
Curso: Investigación Creativa e Insights
Grupo: "Los Choribambinos"
Lima, Octubre 2014
"Una de las ponencias que más impacto generó fue la ofrecida por Esteban Socorro, de Cocacola, titulada “From marketing to culturing”. En ella, Socorro expuso de forma provocadora que “el marketing actual está muerto”, invitando a la industria a reinventar el marketing para convertirlo en algo más efectivo e integral. Según sus palabras, la percepción del consumidor actual acerca del marketing es la de una práctica que únicamente busca impulsar el consumismo, cuando en realidad debería ser vista como la ciencia que busca generar mejores productos para los clientes. En palabras de Socorro y de otros ponentes, las marcas que sobrevivirán a este periodo convulso serán aquellas que logren conectarse emocionalmente con el consumidor más allá del producto que ofrecen, por ser referentes y generadoras de confianza en las personas" ESOMAR
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
FIDO Alliance Osaka Seminar: Passkeys and the Road Ahead.pdf
#Consumption and Identity
1. 1
FASHION CONSUMPTION AND IDENTITY IN EMERGING PEOPLE: A CULTURAL APPROACH
NICOLAS ORTIZ ESAINE
Sr. Lecturer - Communication, Pontificia Universidad Católica del Perú, Perú
ABSTRACT
Study on youth and the influence of fashion consumption in developing their identity and culture, seeking to understand the
interrelationships between consumption and identity. This study is focus on fashion consumption (dress and grooming) because this issue is
representative of contemporary consumption society, also in terms of intensity contain the dynamics of supply and demand, and also its
potential to include symbolic elements on your purchase, use and subsequent experience. The study focuses on emergent young people of
Lima, as the sector greater social , economic and demographic dynamism of the capital of Peru, in a context of economic growth
internationally recognized. Specifically, we have segmented the universitary young people, because constitute a symbolic population of
generational change and social mobility on this regional context of economical and social changes.
KEYWORDS: Antropología Del Consumo, Moda, Identidad, Cultura, Jóvenes Universitarios, emergent markets.
INTRODUCTION: “Any act or great voice comes from the village and goes to him, front or transmitted by incessant blades, by pink smoke
bitter passwords without fortune”.
César Vallejo
The study of young people in emerging cities has been abundant studies in terms of political and socio-economic nature , viewed
from the perspective of voting population and at light of social problems. But this youth population is studied as an anonymous mass , without
understanding its impact on the cultural implications of consumption and fashion, also as generators of social reality, perceptions and
contemporary symbolism.
The young people of emerging middle class, are agents of change in any society approach. These people generate as new perspectives
in the way of understanding the world as radical changes on society; also act as aesthetic´s referents and consumption´s guides, could
redirecting supply and demand. Their strategies of adquisition motivate to re- conceive the ideal of being of our postmodernity. An examples
is the rapid penetration and influence of information technologies, that are causing changes in the way of socializing, being the young early
adopters these media and the forms of interaction that its technology supposed.
Eventual, journalists take part on young people but only in the sense of new fashion trends and extremely fun, support the vision of
the other like an exotic alien, for a hearing that they supposed to be classical and urban. This intensify an adult look, sometimes moralistic,
when in charge of recording social phenomena triggered by some cultural consumption such as music, dance and its relationship with the
adolescent eroticism, besides tattoos and gangs, youth media idols, drug use, graffiti and neighborhoods. In other hand, the positive end of this
newsworthy speech on economic progress documentary rises to attempt the discovery of subcultures, moved or new lifestyles, where urban art
decorates these chronic in theater, adventure sports, musicians that exceed the social exclusion, among other stories with some melodramatic
style.
BACKGROUND
2. 2
Nationalism and individualism have ruled the study of the behavior of subjects in relation to consumption, isolating the person in a
brace called behavioral personality, a fact that intensifies in the literature under the premise of "brain decoding". This suggests a modern
subject isolated from the rest, under identification numbers, minimizing the influence of cultural and social context that surrounds it. The
modern ideal of rationality to explain behavior becomes ideological, and seeks to raise the animal condition of the common man to become
the supreme being of the nature and its resources. Prototype ideal of human being that would differ from the other species by its free ability to
choose rationally disarming biological, emotional or cultural impulses.
This paradigm founded the “economist theory” who heads the literature, academia and business credo, which lead to the assumption
that consumption choices are mathematical operations performed by the cerebral cortex of subjects, systematically and consciously logic. This
model finds its limits when it seeks to predict economic cycles and market trends based on these logical -rational assumptions of subjects.
Ergo, it is difficult to understand logic of practicality, or criteria decision making in a social laboratory of trial and error. Rationalist model
that resists incorporating novelty, also biological, cultural or psychological imprints of subjects. In that vein, the theory neo - classical appeal
to consumption lass rational consumption decisions. This economic approach is limited in front of a hyper - stimulated consumer, with a a
vast and changing offer, and not a uniformity global socio-culture.
The psychological theory is based on the definition of personality or a "personal - deity " (dixit) that explain everything and , while
not explain anything concrete consumer behavior (Hevia , 2002). And the behavior of the contemporary subject , defined in most of their daily
circumstances as a consumer, cannot be understood as a summations of individuals, not understanding how this fit your environment. It is
important to understand how variables geographical, social, historical, linguistic, mythological, socializing perform their perceptions.
It is therefore necessary to have multiple approaches, which help to understand the different influences on the decision-making of the
modern subject, or consumers. These should help understand your reasons for behavior and test predictive models of their consumption, as
well as the impact of their decisions on economic, social and cultural cycles. The concept of pecuniary emulation explains the importance of
conspicuous consumption factor; it turns to kind of a language used to identify, communicate status and generate mechanisms of interaction
between family groups as basic economic and social unit (Veblen, 1955). This author integrates social perceptions the economy, the dynamics
between the use value and symbolic value. Also, for Bourdieu the "distinction" deepens the differentiating role of consumption in the social
whole, from its analysis of the criterion of taste in cultural goods (Bourdieu, 1988).
Modernity and globalization bring us daily information more comprehensive and durable world. But the media reality speaks of a
new generation of children, sons´s of immigrants, who are empowered by the Internet, the study of foreign languages and their massive
inclusion in higher education. With this, they become important players in the consumer society, bringing an air of modernity; despite of they
had not been covered by traditional marketing. Modernity, for Deleuze, is face the untimely repetition of accelerated, due to the changes of
globalization of information, markets and consumers (Deleuze & Guattari, 2004). Young emergent consumers have mobile identities and
enormous possibilities of reinvention, but with resistant ancestral influences for their strong family ties and affective dependance.
People play different roles in everyday life, breaking the notion of a monolitic personality. In this case, identities are tested in a theater of
operations or social laboratory (Goffman , 1994). Also, this approach is useful as a hermeneutical criterion for understanding the limits of the
researcher to take part of the social question. The dramaturgical approach to social study overcomes the interpretive dilemmas of subjectivity
of the subject, to reveal the social purpose that met your actions in certain social contexts. Aims to identify the script that participants play in
the social scenario, where they could assume multiple roles and actoral performances; beyond to a positivist approach of interpretation of
social behavior. The reconstruction of the social script allow us analyze the game multiple personalities of the people , their forms of
interaction - communication and social structure underlying . Social situations became the object of study, and may interpret or anticipate
them, according to the roles assigned by the social situation behaviors.
3. 3
In traditional research techniques such as focus groups or interviews (called "in deep") the respondent tacitly he assumes a collaborative work,
product of the negotiation of the own studio. They give answers deliberately seeking acceptance , showing a collaborative attitude or trying to
achieve a sufficiently logical answer. The interviewed plays a dramatic role, it becomes a joint work or a speech built on consensus between
the interviewer and interviewee; rather than a real intervention in the life of the person. These techniques work to validate , in retrospect,
historical phenomena but that do not guarantee provide a pattern certain future behaviors .
To Golte, the usual instruments such as interview, life history , participant observation , discourse analysis would be irrelevant to
understanding a changing perception of identity and reality of the youth ( Golte & Leon, 2010). This is true if we consider the inability of
traditional investigative techniques to reflect becomings in a population, especially the young audience that is marked by the immediacy and
planned obsolescence. Techniques are limited by isolating the subjects of their actual consumption and socialization contexts, and the
producing artificial laboratory environments ( Gesell how the camera). Moreover, these techniques produce descriptive research and only
reach the conscious state of the subject, with answers that are limited by social desirability or the power exercised by the researcher and the
situation on the respondent; in a foreign environment. These techniques , especially in industrialized market research, do not allow to
contemplate the dynamics of personal transformation and disruptions , because its premise is to reduce costs and produce more studies in an
economy of scale. Therefore, the reasons for the behavior can not be understood by rational decisions under the scheme of classical
behaviorist , without analyzing the context through which interprets their needs and the influence of culture on perceptions .
The subject, from birth, requires share the lifeblood of another human being. Forming a first unit with the mother, then faces the
mirror to be recognized as a third party. While forge a deep inner world and accumulated patterns of behavior , this individuality is marked by
the influences of their original groups and interactions to which it is subjected to ensure survival. They are beliefs, values and behaviors under
a collective corpus called culture there is consensus as to the members of his community and has been validated by the subject to their
acceptance in the group. Particularly consumption often involves intensive social moments . The views on things and events generate a shared
understanding that lodged in the collective and individual minds. The ability of consumer research will seek to identify those impressions and
package them as a proposal for offer of sense, a cognitive solution in exchange of a commercial transaction. The new young educated, of the
new emerging middle class, in a social circumstance as is consumption, operates and is the subject of views on others in the context of social
interaction.
METHODS
For the present study, we analyzed the role of consumption , specifically fashion , in defining the identity of young people and their
cultural settings , understanding how these elements I would link from a case study of university students in the emerging area North Lima.
We start from a concept of social influence the new young educated middle class emerging in a social circumstance as is consumption, who
operates and is the subject of views on others in the context of social interaction. From this experience, we can understand that the researcher's
work would be based on its ability to record and interpret the multiple combinatorial identities and tribes consumer environments ,
transactions, symbolic objects , rituals , languages , myths and discourse of consumption.
We searched seeks to understand the correlation between the consumption of Fashion and the construction of identity from a case
study of university students in North Lima . The methodology used in this research was qualitative type : Depth Interviews (20 ), semi structured , which includes the different variables of consumption, identity and fashion ; Focus Group ( 02) Divided by (06 ) and men (06 )
women studying in North Lima ; field observation in public places ( 03) shopping centers , clubs , universities, including a record field of the
selected target audiences. Additionally, self-observation, divided by ( 10) and men (10 ) women students of North Lima .
4. 4
The group of participants consisted of young women and men , taking into account that they had between 18 and 24 years, and 5
years of permanence in the northern districts of Lima . They all have in common as having completed or be currently enrolled in university
studies.
FRAMEWORKS
En la medida en que se comprendan los mecanismos sociales que intervienen en el consumo, se puede comprender la conducta
individual y colectiva en la era posmoderna, ya que la vida viable en la sociedad a través de la satisfacción de necesidades, desde las básicas
hasta trascendentales.
N1
Pyramid
Identity
N3
Consumption
Matrix
(fashion)
N2 Social
Influence
Network
Figure 1: Correlation Identity, Social Influence and Consumption of Fashion
To do this, the analysis of the information collected in relation to consumption seen as motivated by social activity that raises Veblen,
who believes that understanding the consumer acts be reckoned consider social influence exercised is presented on the subject and the social
consequences of acts of consumption.
RESULTS
The youth of North Lima are in a stage of transition in terms of class identity, a critically generational differentiation with their
migrant parents and a constant struggle for acceptance in academic , social and labor circuits. The challenge is even greater if we consider that
no previous history or enjoy relating to socialize effectively in these new scenarios. Finally, the next step is to conquer the monopoly of taste,
in which the symbolic struggles and cultural production is the key to who will become the triumphant face of a region on economical rising.
From the review, the following results on the relationship between identity and consumption of fashion on university students in North Lima
are established:
1.
The "Effort´s speech" permeates Identity of youth, being the only means to achieve personal and family goals . But in turn , divide
two strategies and groups: those who opt for a pragmatic course work versus those who opt for radical artistic intellectualism
(supported by a rise in living conditions).
5. 5
2.
Youth are self- defined as a population with academic, economic and social strength . Thus evade the mechanisms of racial
segregation that historically limited their relatives, generating a wave of neo - sincerity , that breaks the monopoly of appearances
(taste´s monopoly) governed by the Creole middle classes.
3.
They project their future identity, associated with an image of leadership. Power that would border with some forms of
Authoritarianism, playing roles of differentiating power within society according to North Lima educational and commercial access;
mechanism segmentation own of consumerist capitalist system.
4.
Mothers are the most important and notorious social influence. Exert their dominance through financial logistics of fashion
consumption . And it is through their clothing educated children , they mobilize their own family name and identity to new
educational and labor groups, where they have will be constantly challenged for their origin and evolution.
5.
Consumption of Fashion is a thermometer of own discourses of identity in contemporary times. In that sense, the pursuit of "comfort
in dress" is a strategy to address the multiple social spheres in which these young people live (modern urbanizing).
6.
Consumption of fashion is a means of communication, to make possible the expression of their emotion. Maybe, is a strategy of the
satisfaction of tastes and desires, or a stage after of have exceeded the purchase for necessity.
7.
Consumption of Fashion can reveal social mobility associated with : generational conflicts parent - child , economic , social and
productive transformations . Changes not only permeate the structure, also is shaping new cultural nuances to master the mechanisms
of social and productive inclusion.
Generation
Thermometer
System
Thinking
Social
Mobility Tool
Lifecycle
Planner
Media
Figure 2: Fashion consumption´s Matrix
CONCLUSIONS
In postmodernity, identity becomes plastic and ductile. Rather than preserving the origin, is strategic camouflage through
combinatorial personal appearance and conspicuous consumption of fashion items. The body is covered not only with the clothes and
accessories, also make an exo-skeleton of Identities on construction; flexible interacting in different social theaters. Rhizomatic game of
surfaces, in setting of skins and images offering a vast information and multiple potential logical. The clothing brands are pieces of a puzzle
probable of identities defined in terms that allow a directory than advisable, desirable or acceptable by the groups. Fashion and group
language and recognition codes in a young population in transition to new social horizons from the education and employment. As more
individuals and groups are introduced into the market dynamics, the symbolic consumption becomes more necessary and explicit. Young
6. 6
people choose their identities from catalogs social groups representing academic , professional and amicales those who are incorporated. This
personal and group redefinition, rather than being a mechanical fashion adoption cycle, it becomes an interactive experience of cultural codes.
In a context where any common subject can become stellar thanks to social networks ( in the media's tendency to discover talents);
fashion consumption communicates. Generation with the ability to self- produce collective content ( Youtube , broadcast yourself or
prodúcete yourself) and catalog their own faces (Facebook) . Interactive channels, where control is decentralized production to users, making
the people became the message in media. Consumption tensions between modernity and conservatism are externalized; dividing Trend
Hunters between mass followers. The Pioneers enjoy of social credibility to assume a role of aesthetic´s disruptors, and breakers of conceptual
paradigm prevailing in fashion, before to be appropriate for the market to its mass distribution. These steps involve processes of choice,
agency , acculturation and socialization of most interest to the current social analysis. Through the consumption of fashion, also the dilemma
between identity and personal image are externalized . This dilemma requires third party intervention in decisions about personal appearance ,
invoking the voice of social consensus in constant redefinition between "should" and "being". Market logic that test the limits of individual
freedom and expression in public space , through personal appearance, to which the youth of the emerging middle class face , against the
sanction of taste or social acceptance; which is still exercised by the traditional middle class.
Conclusions that allow us to outline the following perspectives to understand the contributions that provide an Anthropology of Consumption
in our social context:
1.
Lets build the cultural codes of the growing middle class and the current country ; modelers consumption in the near future given its
economic, social and socio- cultural significance and its growing role in mass media.
2.
Anthropology brings battery consumption ethnographic techniques that allow a thorough , systematic and detailed homes,
communities or regions in which recognition is sought to focus . The developer of anthropology is its ability to find the differences
from the borders or boundaries of normality, the boundaries of digression and his pursuit of the processes of cultural change and
intersection , thereby moving away from the obsession with the average reference or conservationist classical psychology or
behavioral economics classical.
3.
The shopping center as places of study. For young people in Lima Norte, the Malls are also anchored in local realities, turning into
"almost-places" to create contexts that encourage socialization in a daily struggle between recognition and inclusion. The
ethnological cultural analysis can assimilate products and brands to the symbolism of the markets and advertising in today's society,
in a context of consumption - citizenship.
4.
Ethnography as a principal method to study consumption and innovation. This requires the creation of an atmosphere of trust, a
contingency pursuit of empathy and provoke conversation , the unveiling of unexpected angles on the subject by questioning the
objects. The ethnographer is exposed to discover, not only fulfills asking.
In the postmodern scene , are the conversations that allow capturing the emotional status of subjects because , for this is triggered ,
requires an understanding of the context in which it occurs and the condition of the person to be operated . Also, it is not a subject
matter governed by questions of a interviewer, placed in the position of expert, also a dynamic flowing from two or more people.
5.
Rituals set the postmodern consumer emotion. The rituals provide symbolic aspects of cognitive, emotional and conative level , in
space and time a group of active involvement . For the advertising industry, this ensures posting of messages through intense
experimentation in the event, being direct witnesses or special characters.
6.
Brands like Mythologies of consumer . Detects belief systems that have to explain the subject's actions as a consumer. Identities and
myths claiming that stifle disruption attempts, the permissible and the forbidden. The referential meaning of myth, based on
archetypes and legends deemed valid, create a reference system . In terms of consumption, generate rules of the sacred and the
7. 7
profane in a contextualized way. Myths that are marked by the symbolic spirit of consumer objects, in this case the modernity´s
spirit. Also operates to make sense of things.
7.
Consumption studies are relevant also to contextualize market disciplines or advertising, from the recurrence of the past to the
changing trends and then the immediate future conversion of these discoveries. Prospectively analyzed the collective, which becomes
strategic in the context of rapid change, and social and economic variability sum. Also serving an inclusive role in the discursive, to
generate visibility of previously marginalized people, to convert them to major players in consumer sectors; despite of still
mantaining with a frivolous and exotic approach
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