Shopping for Identity Book by Milena Cornely - Bookswagon
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Shopping for Identity

Shopping for Identity


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About the Book

Diplomarbeit aus dem Jahr 2009 im Fachbereich Geowissenschaften / Geographie - Sonstiges, Note: 1,0, Universität Passau, Sprache: Deutsch, Abstract: Das grundlegende Ziel der vorliegenden Arbeit ist es, den nach wie vor weit verbreiteten Mythos von weltweit vereinheitlichten Lebensstilen und Kulturen am Beispiel von Indonesien zu widerlegen. Anhand der Untersuchung des indonesischen Konsumverhaltens soll bewiesen werden, dass das beständige Ausgesetztsein gegenüber fremden Einflüssen zu einer Stärkung lokaler Besonderheiten sowie zu einer neuen Art der kulturellen Vielfalt führen kann. Insbesondere seit der Asienkrise und dem Zusammenbruch des Suharto-Regimes in den Jahren 1997 und 1998 scheint in Indonesien äußerst unterschiedlich mit Gütern des Massenkonsums umgegangen zu werden. Anhand verschiedener Praxisbeispiele soll daher aufgezeigt werden, dass fremden Einflüssen eine wichtige Rolle bei der kulturellen Identitätsfindung des Inselstaates zukommt. Da der Umgang mit unbekannten Produkt- und Bilderwelten in der Regel höchst ambivalenter und widersprüchlicher Natur ist, scheinen traditionelle Interpretationsansätze und Klassifikationskriterien heute nicht mehr auszureichen, um postmoderne Lebensstile und Kulturformen in hinreichender Art und Weise zu beschreiben. Selbst "moderne" Disziplinen wie die Interkulturelle Kommunikation oder das Interkulturelle Marketing neigen dazu, Kulturen mithilfe unzureichend differenzierter Typologien zu kategorisieren und sie auf diese Weise künstlich gegeneinander abzugrenzen. Ein weiteres Ziel wird es insofern sein, die Aussagekraft klassischer Kulturtheorien auf ihre praktische Anwendbarkeit zu untersuchen und gegebenenfalls neue Herangehensweisen aufzuzeigen und weiterzuentwickeln.


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Product Details
  • ISBN-13: 9783656325352
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Weight: 209 gr
  • ISBN-10: 3656325359
  • Publisher Date: 11 Dec 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm


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