With the use of Immanuel Kants moral philosophy, this study investigates the moral aspect of a new tendency in modern capitalism referred to as “Cultural Capitalism” by Slovenian philosopher Slavoj Zizek. The term Cultural Capitalism indicates a shift in commercialisation, where products and goods no longer only are sold as material entities, but also as something which contains a non-material value such as morality. This study will question the moral aspect of this cultural capitalistic development. With help from Michel Foucault’s notion of power and discourse, and as a way of investigating this moral aspect, the study will examine the human rights as a global norm in which cultural capitalism is embedded. To narrow down the area of investigation the study will use the coffee company Starbucks as case and at the same time let Starbucks serve as a manifestation of Cultural Capitalism. The way in which Starbucks combines seemingly moral aspects, such as charity, with a wish for profit-augmentation will be discussed and revealed as not having true moral value according to Kants moralphilosophy as it is developed in Groundwork of the Metaphysics of Morals.
|Uddannelser||Basis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis|
|Udgivelsesdato||18 dec. 2014|
|Vejledere||Anne Elisabeth Sejten|