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Zygmunt Bauman's Liquid Times: Living in an Age of Uncertainty PDF

By Zygmunt Bauman

ISBN-10: 0745639607

ISBN-13: 9780745639604

Publish 12 months note: First released in 2007
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The passage from 'solid' to 'liquid' modernity has created a brand new and exceptional atmosphere for person existence objectives, confronting people with a chain of demanding situations by no means sooner than encountered. Social kinds and associations now not have adequate time to solidify and can't function frames of reference for human activities and long term existence plans, so members need to locate alternative ways to organise their lives.

They need to splice jointly an never-ending sequence of non permanent initiatives and episodes that don't upload as much as the type of series to which ideas like 'career' and 'progress' may well meaningfully be utilized. Such fragmented lives require contributors to be versatile and adaptable - to be regularly prepared and prepared to alter strategies at brief become aware of, to desert commitments and loyalties with out remorse and to pursue possibilities in accordance with their present availability. In liquid modernity the person needs to act, plan activities and calculate the most likely earnings and losses of appearing (or failing to behave) lower than stipulations of endemic uncertainty.

Zygmunt Bauman's wonderful writings on liquid modernity have altered the best way we expect concerning the modern international. during this brief booklet he explores the resources of the endemic uncertainty which shapes our lives this present day and, in so doing, he offers the reader with a quick and obtainable advent to his hugely unique account, constructed at higher size in his past books, of existence in our liquid sleek instances.

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Extra info for Liquid Times: Living in an Age of Uncertainty

Example text

Luhmann 1964. 19 Der Begriff des Netzwerks ist links unten verortet, weil Netzwerke, dies wird später noch kurz ausgeführt, zunächst nur eine sehr formale Bedeutung haben: Sie bestehen aus Knoten und Kanten, d. h. aus Personen und deren Beziehungen zueinander, vgl. Avenarius 2010. Bei genauerer Analyse stellt sich zwar heraus, daß es große Unterschiede zwischen sozialen Netzwerken geben kann, vgl. Schenk 1983. Angesichts dieser Unterschiede stellt sich dann aber die Frage, ob man weiterhin noch von Netzwerk sprechen sollte.

3 Konsequenzen des Myopia-Problems Die hier nur in Ausschnitten geführte Diskussion von Kurzsichtigkeiten des Marketing bei der Exploration und Interpretation von „brand communities“ hat versucht offenzulegen, welche Probleme die unreÀektierte Anwendung genuin marketingspezi¿scher Konzepte und Methoden auf dieses Phänomen bergen. Vor allem zeigen sich aus Sicht der Marketingpraxis wie der Marketingtheorie Brüche mit herkömmlichen Vorstellungen über kommunikative Beziehungen zwischen Unternehmen und Marktteilnehmern.

Wie Teschner (in diesem Band) exemplarisch durch Rückgriff auf Gar¿nkel und Turner zeigt, sind hierzu allerdings Explikationsansätze aus der Forschung zum kollektiven Kommunikationsverhalten heranzuziehen, was die Notwendigkeit einer begründeten Erweiterung des im Marketing angewendeten dyadischen Beziehungskonstrukts unterstreicht. Im Kern ist BC-Marketing somit auch durch einen starken Public Relations-Anteil im ursprünglichen Sinne gekennzeichnet, dem allerdings ein theoretisch und methodisch noch zu präzisierender „Social“-CRM-Ansatz zugrunde gelegt werden müßte.

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Liquid Times: Living in an Age of Uncertainty by Zygmunt Bauman


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