Država svetovljanov in dežela lokalcev

tipologija kulturnih razredov v Sloveniji

Breda Luthar (Author), Samo Kropivnik (Author)

Abstract

V prvem delu prispevka so predstavljene teoretske dileme oblikovanja življenjskostilnih tipologij in njihova smiselnost ter praktična uporabnost v trženju. Nadaljujemo s poglobljenim in v širši družboslovni kontekst postavljenim teoretskim poglavjem o tradiciji uporabe pojma in različnih konceptualizacijah pojma življenjskega stila tako v trženjskem kot v sociološkem raziskovanju. V tem kontekstu se članek posebej posveča razmerju med kulturno potrošnjo in razrednostjo družbe, ter vlogi kulture v konstituiranju, ne le izražanju družbenih razlik. V nadaljevanju je pojem življenjskega stila operacionaliziran, da bi ga lahko uporabili v empiričnem raziskovanju za oblikovanje tipologije kulturnih okusov in praks v Sloveniji v začetku novega tisočletja. V drugem delu so predstavljeni rezultati empiričnega raziskovanja, tj. tipologija življenjskih stilov ali ti. kulturnih habitusov. Ta predstavlja trajnejšo osnovo bolj parcialnih sektorskih segmentacij. Predstavljeni so metodološki pristopi in metode uporabljene za analizo podatkov pridobljenih z anketnim vprašalnikom ter štirje tipi ali kulturni habitusi (Zapeljana, Postmaterialist, Nezaupljivi puritanec in Tradicionalni populist), ki so nastali kot rezultat segmentacije respondentov na "kulturne razrede". Dobljeni tipi so še dodatno podrobno opisani glede na izstopajoče veliko število lastnosti, ki so v manjšem obsegu tudi sicer običajno uporabljene v tovrstnem raziskovanju.

Keywords

Življenjski stili;Koncepti;Kulturne potrebe;Družbena diferenciacija;Tržno komuniciranje;Raziskovanje;Slovenija;

Data

Language:	Slovenian
Year of publishing:	2004
Typology:	1.01 - Original Scientific Article
Organization:	UL FDV - Faculty of Social Sciences
UDC:	316
COBISS:	23387997
ISSN:	0040-3598
Parent publication:	Teorija in praksa
Views:	691
Downloads:	169
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Unknown
Secondary title:	ǂThe ǂstate of cosmopolitans and the country of local people
Secondary abstract:	The article deals with fundamental theoretical dilemmas of lifestyle segmentations and particularly with the role and the merit of the concept in contemporary marketing research. In the first part of the article, authors' approach to lifestyles segmentations is established and discussed. Origins, developments, interpretations, cultural and social variations, and a variety of applications of the concept in the social sciences are taken into account. Special concern is paid to the relationship between class and cultural consumption. In the second part, the authors approach is verified by their empirical research on cultural choices in Slovenia, which resulted in identification of four mayor segments representing a relatively durable foundation for further qualitative research of more particular segments, valuable in marketing research as well as in social science theory in general.The obtained segments are explained through a wide range of characteristics, e.g. cultural, ethical, socio-demographical, behavioural, psychological and others, commonly engaged in marketing research. The methodological framework, statistical methods and measurement instruments (including interview questions) are presented as well.
Secondary keywords:	Lifestyles;Concepts;Cultural needs;Social diferentiation;Marketing communication;Research;Slovenia;
Type (COBISS):	Not categorized
Pages:	str. 921-946
Volume:	ǂLetn. ǂ41
Issue:	ǂšt. ǂ5/6
Chronology:	sept./dec. 2004
Keywords (UDC):	social sciences;družbene vede;sociology;sociologija;
ID:	1467788