PERUBAHAN PANDANGAN MODERNISM DAN POSTMODERNISM DALAM KONSEP KONSUMSI DAN KONSUMEN

• Main Author: Berta Bekti Retnawati
• Format: Article
• Language: English
• Published: Muhammadiyah University Press 2016-08-01
• Series: Benefit Jurnal Manajemen dan Bisnis
• Online Access: http://journals.ums.ac.id/index.php/benefit/article/view/1266

In this article, there is elaborate on various key ideas about consumption and consumer a theoretical position that we have labeled ‘postmodernism’. By unmasking the limitations of modernism that have to do with the onerous nature of its narrow conventionalism, it show that postmodern developments offer alternate visions of consumption prosesses that have an emancipatory potential. Postmodernism views both production and consumption are problematized simultaneously, and the consumer should now be viewed as a producer, as well as a consumer, of symbols and meanings that are incorporated into the symbolic system, which all human activity has become.There are many faces of the consumer at different times during consumers’ live in the postmodernism perspective.