Ne, hvala, samo gledam

ogledovanje kot sodobna oblika potrošnje

Tina Bašan (Author), Breda Luthar (Mentor)

Abstract

S pojavom veleblagovnic v 19. stoletju je prišlo do komercializacije pogleda in transformacije ogledovanja iz pasivne prostočasne aktivnosti v aktivno potrošno prakso. Posameznika danes ne omejuje obvezni nakup specializiranega blaga, temveč si lahko tega le ogleduje. Estetizacija trgovin, izložb in neskončna izbira blaga so ključne strategije privabljanja posameznikov v trgovino, ki v večini primerov privedejo do dejanskega nakupa. V diplomskem delu se ukvarjam s pojavom ogledovanja oblačil v trgovinah, raziskujem vzroke za tovrstno prakso in preučujem interakcije ter uprizarjanje vlog prodajalcev na eni in vlog ogledovalcev oziroma strank na drugi strani. Glavni cilj je analiza ogledovanja kot sodobne prakse potrošnje, pri čemer se opiram na Campbellov koncept hrepenenja in sanjarjenja, ki predstavlja gonilno silo v krogotoku posameznikovih idealiziranih domišljijskih užitkov. V empiričnem delu diplomske naloge sem s kvalitativno metodo opazovanja z udeležbo in s pomočjo Goffmanovega dramaturškega modela analizirala šest izbranih trgovin z oblačili, ki sem jih razdelila glede na cenovni razred in lokacijo. Najpomembnejši dejavniki v procesu ogledovanja predstavljajo lokacija trgovine, urejenost trgovine in razporeditev v njej, prodajno osebje in ogledovalec sam. Višji kot je cenovni razred trgovine, več je ogledovanja in manj dejanske potrošnje, več pa je tudi neskladnih vlog ogledovalcev. Ogledovanje ima ključno vlogo pri konstrukciji sebstva in identitete, ki ju posameznik nenehno uprizarja in postavlja na ogled drugim.

Keywords

potrošna kultura;ogledovanje;Potrošnja;Potrošniki;Trgovine;Identiteta (psihologija);Diplomska dela;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.11 - Undergraduate Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[T. Bašan]
UDC:	366(043.2)
COBISS:	35758941
Views:	1404
Downloads:	517
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	No, thank you, I'm just looking: window shopping as a modern form of consumption
Secondary abstract:	With the emergence of the department store in the 19th century, commercialization of the shopping gaze and transformation of window shopping from a passive leisure activity into an active consumer practice occurred. A consumer today is not confined by the compulsory purchase of specialized merchandise but can only browse through it. The aestheticization of stores, window displays, and an endless choice of merchandise are key strategies for attracting individuals, which in most cases lead to an actual purchase. In the diploma thesis I am dealing with the phenomenon of clothing store window shopping, where I am trying to figure out reasons for such a practice. I am also studying the interactions and roles being played by employees on the one side and customers on the other. The main aim of thesis is the analysis of window shopping as a modern consumption practice, where I rely on Campbell's concept of longing and day-dreaming, which represents a driving force in a circle of individual's idealized imaginative pleasures. In the empirical part of my diploma thesis six clothing stores are being analyzed, which were divided according to the price range and the location, using the qualitative method of observation with participation and Goffman's dramaturgical model. The most important factors in the process of window shopping are the location, the layout of the store, the sales staff and the window shopper himself. The higher the price range of a store, the more window shopping and less actual consumption occurs causing the roles of the viewers grow more inconsistent. Window shopping plays a key role in constructing one’s self and their identity, which are continuously enacted by an individual and displayed to other people.
Secondary keywords:	Consumption;Consumers;Stores;Identity (Psychology);Graduate theses;
Type (COBISS):	Bachelor thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	53 str.
ID:	10943561