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Per una genealogia weberiana del capitalismo di consumo. Il caso del marketing negli Stati Uniti (1890-1930)

digital Per una genealogia weberiana del capitalismo di consumo. Il caso del marketing negli Stati Uniti (1890-1930)
Articolo
rivista STUDI DI SOCIOLOGIA
fascicolo STUDI DI SOCIOLOGIA - 2013 - 2
titolo Per una genealogia weberiana del capitalismo di consumo. Il caso del marketing negli Stati Uniti (1890-1930)
autore
editore Vita e Pensiero
formato Articolo | Pdf
online da 02-2013
issn 0039291X (stampa) | 18277896 (digitale)
€ 6,00

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Overall explanations for the rise of modern capitalism are usually divided between productivist thesis which assign causal primacy to the production system and anti-productivistic thesis which give consumer culture an active role in the process. I claim that a multi-causal approach is more adequate if we want to better understand the interplay of production and consumption at the origin of modern capitalism; moreover, I suggest that a study of marketing is well fitted for such a task, since marketing is the link between the production system and the spheres of consumption. Drawing on the Nietzsche-inspired Weberian genealogical method and following the path-breaking works on consumer capitalism in America, I delved into a study of the origin and development of marketing in U.S. between 1890 and 1930 in order to outline a genealogy of consumer capitalism. This research is the object of my Ph.D. dissertation which I present in the essay.