Kulturelle fællesskaber som målgrupper - Et kulturanalytisk perspektiv på postmoderne forbrugere

Tea Wiese & Pernille Feldt-Sørensen

Studenteropgave: Speciale


The subject of inquiry for this dissertation is the tribalisation of society and its impact on the conduct of communication practice. The dissertation presents an alternative to the characterization of postmodernity as an urge to celebrate freedom from social constraints. Our thesis is that people gather together in tribes and re-establish communal embeddedness. Thus people are less interested in the objects of consumption than in the social links and identities that come with them. This renewed sense of community presents communication and marketing practitioners with new challenges as the communities are inherently unstable, small-scale, affectual and not fixed by any of the established parameters of modern society. These communities are held together essentially through shared emotion and they exist in no other form but the symbolically and ritually manifested commitment by their members. Furthermore the social, proximate characters of these communities are more affective and influential on people’s behaviour than traditional notions such as market segmentation, atomistic markets and one-to-one relationship marketing. With an example of community phenomenon around New Age we explore the constitution of what we designate cultural communities in postmodernity and present new concepts and tools for communication and marketing practitioners to work with this cultural community phenomenon in their communication strategy.

UddannelserKultur- og Sprogmødestudier, (Bachelor/kandidatuddannelse) KandidatKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato13 feb. 2006
Antal sider132


  • Kultur
  • Sociale relationer
  • New Age
  • Markedsføring
  • Postmodernitet
  • Forbrug
  • Fællesskaber
  • Stammer
  • Identitet
  • Kommunikation
  • Oplevelse