Social de(re) construction of mass culture: Making (non) sense of consumer behavior

Abstract

This paper tries to reexamine the underlying assumptions of consumer theory under the present conditions of postmodern societies where individual ceases to be a "conscious subject with a definite identity". Hence, we will argue the impossibility of "informing" and "educating" consumer through an examination of the concept of "identical subject". However, this impossibility does not imply the invalidity of Consumer Behavior theory. On the contrary, we will argue that it ceases to be a "classical" scientific discipline within the framework of "experimental methodology" and becomes a reality, if not hyperreality, of everyday life. Finally, this paper emphasizes the emancipatory role of consumption emptied from its formative (i.e., educative and informative) mission. © 1994.