The Sociology of Merchandising and Media in Global Capitalism

• In Event: 118 - Section on Economic Sociology Refereed Roundtable Session and Business Meeting
  In Refereed Roundtable 60min: Table 04. Consumption Theory

Abstract

The recent focus on the use of media and technology in retailing and merchandising underscores a sector under transformation due to the macrostructural environment and competitive forces. Underlying this are sociological forces at play, where technologically and organizationally mediated consumption spaces are created that draw upon dramaturgy and the experiential and acting as media. Within the spectre of late capitalism, the consumer seeks meaning from consuming experiences within the hyperreal contexts of the realms of the face-to-face, web, and mobile web. We develop a theoretical model, drawing upon Bourdieu, where consumption experiences are performed by organizations through the use of brands, marketing, visual merchandising, architecture, and aesthetics.

Author

• Kenneth M. Kambara, LIM College