ثقافة الاستهلاك : المفهوم و القضايا النظرية

Abstract EN

This chapter presents the concept of consumption and the issues to be studied and will explain as follows: The First: the concept of consumer culture:- And refers to the association of the economic activity with the culture of the individual and determined on the basis of capitalist dimension and the behavior of individuals( MichaelRaye& Others 1996 page 116) The concept of consumer culture uses to ensure that the social analysis plays a big role in the consumption of goods and services through two dimensions The first dimension:the cultural dimension that used as a way to communicate with the consumer The second dimension:the economic dimension that related to social levels of consumer and life style ( Feather stone 2010 page 177 ) Sociologists confirm that consumer culture has become a general phenomenon in all societies, it has become a component of the culture because of their impact on individual consumption Sociologists have used the concept of consumer culture as one of the requirements of global ization( MonaAbaza 2006 page 43 ) Second - theoretical models in the study of the culture of consumption: 1- The Economic model: Economic model that depends largely on rationality, and I consider them important basic element in consumer behavior, taking into consideration income per capita, consumers seeking to achieve higher benefit for the greatest needs in accordance with the priorities and at the lowest possible price level (Annabi bin Isa: 2003 page 275) , and there are objective and personal factors that affect the level of total consumption, and are objective factors in habits: consumer spending, and the structure of the national income distribution, and price levels, either personal factors can be summarized in the desire for showmanship, generosity and extravagance .Adam Smith and Lancaster.

&John Meynard Keynes.

And it included this model: 2- The models of sociological theoretical in study of the culture of consumption: The study of consumption from two theories: A.

The global culture for consumption: This theory said that the consumer culture, a common denominator between the classes and all communities, due to the nature of the changes in the production systems on the one hand and on the internal social construction of communities on the other hand, have these changes contributed to the creation in similar patterns of consumption contributed to the disappearance of differences between the classes consumer life no longer reflects the differences between the classes and social groups, which are subject to consumer themselves, but they all consume so that we can say that the consumption and culture have become one of the most elements that bind all people ,and the culture of consumption includes the following forms:modeI of dreams, images and fun consumption,production a model of consumption and model consumption methods.

B.

The privacy of consumer culture: Theory This theory believes that the culture of consumption linked to particular social contexts, both at the community level community brought about by capitalism create one world homogeneous, but this process is always faced by groups searching for an independent identity in this world and the defense about cultural , modem consumer culture , among the most prominent models that fall under the privacy of consumer culture theory: model Bourdieu from the center of living , model Vipelln for phenotypic consumption in the luxury class and model George ZimI for individualism false.