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Le marche\u00a0 sono presenti sul mercato in forma pervasiva. Se una zona \u00e8 tutta dedicata a prodotti di lusso, sicuramente trasmette ai visitatori una sorta di eccitazione, e il consumatore diventa consumatore reale di una sensazione eccitante. Ma nella comunicazione di massa o di elite, lo stratega ha i problemi di sempre: dove, chi, quando, quanto e come. Il concetto di totalit\u00e0 viene in soccorso nella societ\u00e0 e nella cultura dei consumi. Si mira a diversificare le fasce di mercato. I grandi creativi sanno di doversi occupare di tutto: prodotti, marketing, immagine, look dei negozi. Al fedele cliente si vende persino l’atmosfera dello shop, e cos\u00ec potr\u00e0 ascoltarla a casa e segnalarne l’esistenza agli amici. Sovente l’offerta commerciale include forme di intrattenimento che sono delle vere e proprie esperienze emozionali.
\nIn ogni distretto commerciale, lo scintillio delle merci e l’affollamento sono oggetto di estatica contemplazione e di smarrimento dei consumatori. Ma i luoghi del consumo portano con s\u00e9 notevoli discrepanze sociali e diventa sempre pi\u00f9 necessario sviluppare una adeguata visione critica. Oggi i luoghi degli acquisti e quelli del mostrarsi, finiscono col coincidere. Si sommano pi\u00f9 caratteri sociali: il mostrarsi del bel mondo, di coloro che possono, e l’accalcarsi di folla attorno ai negozi. Nella folla c’\u00e8 chi mira e chi \u00e8 mirato. L’estensione del fenomeno commerciale crea una forma di democrazia associata al denaro. Come segni di democrazia vengono ritenuti la presenza on line, la reperibilit\u00e0 mobile, l’omologazione tecnologica… .
\nMa dove porta tutto questo? All’accurata programmazione dei comportamenti individuali, all’organizzazione urbana monofunzionale della citt\u00e0 che per sua natura sarebbe un ambiente di attivit\u00e0 e funzioni molteplici, e non quella cosa che vorrebbe un progettista, quando sogna la sua citt\u00e0 ideale. Vi \u00e8 un tema che lega fra loro tutti i fenomeni sociali, oggi che l’anima deve essere globale: invadere di immagini la vita.\u00a0 Vita come apparenza, dove se non si vuole essere esclusi bisogna omologarsi.\u00a0 Ma se vale la sola immagine, allora vale il simulacro. E valgono la copia e il falso. Perplessi sono solo coloro che ancora esigono una autenticit\u00e0 e sanno che questa visione uniformante deve fare i conti con importanti problemi sociali. In agguato c’\u00e8 un importante problema politico che si gioca sulla inclusione\/esclusione dei soggetti.
\nIl globale deve essere interrelazionato con le culture correnti per dare significato alla societ\u00e0. E’ necessario riconoscere il diritto individuale della personalit\u00e0 per elaborare le contraddizioni che il globale porta con s\u00e8. Contraddizioni che sono interne alla civilt\u00e0 dell’immagine. E se una parte dei giovani si conforma agli stereotipi, un’altra sa che sar\u00e0 elegante quando pu\u00f2, corrispondente quando vuole ma sempre un tantino distante, se crede che ci\u00f2 che conta \u00e8 la personalit\u00e0, come ha sempre fatto chi le tendenze non le subisce ma le crea. S\u00ec perch\u00e9, malgrado tutto, non tutto il mondo \u00e8 coinvolto da questo processo totalitario di estetizzazione e coloro che hanno scelto di restarne fuori\u00a0 possono\u00a0 contribuire a costruire un mondo pi\u00f9 umano! (Articolo ispirato e parzialmente tratto dall’articolo di Michele Sernini: Il Dandy omologo. Total Living, Edizioni Charta)<\/p>\n
UK<\/strong><\/p>\n Brands are entering the market in a pervasive way. If an area of the city is totally dedicated to luxury products, it definitely transmits its visitors a sort of excitement, and the consumer becomes consumer of an exciting experience. But in mass or elite communication, strategists have always to deal with the same matters: where, who, when, what and how.\u00a0 The concept of total presence is a must in the society and in the culture of consumption. The target is to diversify the market segments, and the great creatives know that they have to deal with everything: products, marketing, image, look of the shops… .\u00a0 To the loyal customers we sell even the shop atmosphere, so that once at home, they can leasten to it together with their friends. In the commercial district, the glittering of goods and the crowding of people are cause of aesthetic contemplation and confusion for consumers. But where does all this lead? To the careful planning of the individual behavior, to a monofunctional urban organization of the city, that by its nature is an environment of multiple functions and activities and not what a designer, an architect would like it to be, while driming about the ideal city. Now that the concept of a total presence pervades our lives, there is a theme that ties together all social phenomena, invading life of stereotypes: today life is appearence and if you don’t want to be excluded you must homologate. But if\u00a0 stereotypes become the term of evaluation, then the simulacrum becomes worthy. And so the copy and the counterfeiting become the new terms of evaluation. (Text\u00a0 inspired and partially taken from the Michele Sernini article: Il Dandy omologo. Total Living, Charta editions).<\/p>\n<\/div> The phenomenon of massification permeates socialization, establishing new standards of communication. The goal is to capture attention, to amaze and above all to sell, sell, and sell. As P.P. Pasolini once stated, consumerism is the real dictatorship.<\/p>\n","protected":false},"author":2,"featured_media":1946,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[25,30],"tags":[],"_links":{"self":[{"href":"https:\/\/www.euroinnovators.org\/2018\/it\/wp-json\/wp\/v2\/posts\/1945"}],"collection":[{"href":"https:\/\/www.euroinnovators.org\/2018\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.euroinnovators.org\/2018\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.euroinnovators.org\/2018\/it\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.euroinnovators.org\/2018\/it\/wp-json\/wp\/v2\/comments?post=1945"}],"version-history":[{"count":12,"href":"https:\/\/www.euroinnovators.org\/2018\/it\/wp-json\/wp\/v2\/posts\/1945\/revisions"}],"predecessor-version":[{"id":3887,"href":"https:\/\/www.euroinnovators.org\/2018\/it\/wp-json\/wp\/v2\/posts\/1945\/revisions\/3887"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.euroinnovators.org\/2018\/it\/wp-json\/wp\/v2\/media\/1946"}],"wp:attachment":[{"href":"https:\/\/www.euroinnovators.org\/2018\/it\/wp-json\/wp\/v2\/media?parent=1945"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.euroinnovators.org\/2018\/it\/wp-json\/wp\/v2\/categories?post=1945"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.euroinnovators.org\/2018\/it\/wp-json\/wp\/v2\/tags?post=1945"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Consumer Culture<\/strong><\/span><\/h2>\n
Hybrid crowds are gathering in the heart of the city:\u00a0 sport brands and mass technology, new and old large buildings, big logos are invading the traditional areas of business. There are no rules for shopping districts, neither there is a commerce public plan . The very imperative is to sell and\u00a0 let the brand circulate. The permanent variable is: to define the profile of the potential purchaser and how to conquer him\/her.<\/span><\/h2>\n
\n“Shopping district” is an expression that includes very different types of shopping .\u00a0 A famous street of the city dedicated to luxury shopping or the modern extension of an old shopping area. An entire historical center dedicated to prestigious shops or a totally invented shopping street in order to increase the areas value in the name of ecology or by promoting pedestrian areas.<\/span><\/h3>\n
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\nOften the commercial offer includes forms of entertainment that are real emotional experiences.<\/p>\n
\nBut the shopping areas bring with them considerable social discrepancies and it is more and more necessary to develop an adequate critical point of view. Today, the shopping areas and those of showing end up to be the same. Different social characters get together: the showing out of the beautiful world, of those who can,\u00a0 and the crowd of those who just go window-shopping;\u00a0 of those who show out and those who admire. The extension of the commercial phenomenon creates a form of democracy that’s associated with money. On-line presence, mobile traceability,\u00a0 technological uniformity are the evidences of this democracy.<\/p>\n
\nPerplexed are only those who still call for authenticity and know that this\u00a0 leveling vision, sooner or later must deal with important social problems.
\nThere is an important political issue that’s lying in wait, which is played on the inclusion \/ exclusion of individualities. If we want to give society a meaning, the global approach must be interrelated with the prevailing cultures. It is necessary to recognize the individual right of personality for elaborating the contradictions that the global process brings with it.\u00a0 And these contradictions are internal to the stereotypes civilization. And if some young people comply to stereotypes, some others know that they’ll be elegant only if they can afford it. And so they decide to correspond stereotypes only when they want and can. Anyway if they believe that what it matters is the pesonality, they’ll always keep to a little distance, as always do those who choose to create the trends instead of undergoing them. Yes, because, despite to everything, not everybody is subjected to\u00a0 this totalitarian aesthetical process. And those who have chosed to\u00a0 stay out of it can contribute building a more human society!<\/p>\n