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Colin Campbell 

     The Romantic Ethic and 
the Spirit of Modern Consumerism

            Universität Konstanz
       Kultursoziologie1 Knorr-Cetina
           Tutorium Jessica Haas

       Sven Giersig & Jonathan Heck
                28.05.2008


                                        Sven Giersig / Jonathan Heck 2008
Deterministische Konsumtheorien
instinkthafter Konsum ?

                                 Magic




      Bedürfnis           Instinkt       Produkt




                                             Sven Giersig / Jonathan Heck 2008
Deterministische Konsumtheorien
                 Magic
       M
        an
          ip
           ul
              at
                 io
                n



       Bedürfnis             Produkt




Manipulation von Außen ?

                                Sven Giersig / Jonathan Heck 2008
Campbells Gegenmodell

                    Magic



Bedürfnis       (Tag­)Träume   Produkt




                                  Sven Giersig / Jonathan Heck 2008
desire




             Sven Giersig / Jonathan Heck 2008
day-dreaming




               Sven Giersig / Jonathan Heck 2008
consumptation




                Sven Giersig / Jonathan Heck 2008
Imagination
            Traditioneller Hedonismus
                (pleasure and fulfillment)


                        Romantik
(Nach innen gewandte Träumerei, Emotionalität, Schwärmerei)


              Moderner Hedonismus
                (enjoyment of imagination)


                                              Sven Giersig / Jonathan Heck 2008
Romantik
als ambivalente Gegenreaktion
      gegen das „vernünftige Subjekt“ der Aufklärung, 
      Bürokratisierung, die „Entzauberung“ der Welt 
       (M.Weber)


aber
      Übernahme des Fokus auf das „Selbst“




                                                  Sven Giersig / Jonathan Heck 2008
Romantik

Sensibility and imagination                   Preference for 
dominate over reason                          strange and curious


                      Dissatisfaction with 
                      contemporary world

 Individualism
                                                 Celebration of 
                                                 irrational


          Penchant for 
                                               Anxiety in the 
          reverie and dreaming
                                               face of life



                                                                    Sven Giersig / Jonathan Heck 2008
Modern Autonomous Imaginative Hedonism
    Konsum kann nicht befriedigen, wichtig ist
        die „Sehnsucht an sich“ (longing)
        das „Träumen an sich“ (day­dreaming)
        das Produkt ist (beinahe ?) egal


    „Wollen“ statt „Haben“


    Genießen des Unwohlfühlens (enjoyable discomfort)

                                                Sven Giersig / Jonathan Heck 2008
Beispiel: Tchibo




„Jede Woche eine neue Welt“




                              Sven Giersig / Jonathan Heck 2008
Beispiel: Tchibo, weibliche Träume




                 maz ab...
                 (Quelle: Youtube)




                                     Sven Giersig / Jonathan Heck 2008
Beispiel: Tchibo, weibliche Träume




                 Quelle: Tchibo.de 19.5.2008
                                               Sven Giersig / Jonathan Heck 2008
Beispiel: Tchibo, männliche Träume




                 maz ab...
                 (Quelle: Youtube)




                                     Sven Giersig / Jonathan Heck 2008
Beispiel: Tchibo, männliche Träume




                 Quelle: Tchibo.de 21.5.2008
                                               Sven Giersig / Jonathan Heck 2008
Beispiel: Tchibo




                   Sven Giersig / Jonathan Heck 2008
Beispiel Tchibo im Lago
   Beobachtung am 
    Samstag gegen 15:30
   Beobachtungsdauer: 1 
    Kaffee (15min)
   Verteilung m/w ca. 
    gleich
   Altersdurchschnitt zw. 
    30­40 Jahre


                                 Sven Giersig / Jonathan Heck 2008
Beispiel Tchibo im Lago
Raumaufteilung (vom Eingang aus)
     Rechts: „Adventure“ dann „Mobilfunk“, dann 
      „Unterwäsche“
     Links: Kaffee
     Geradeaus: Schnäppchen
Beobachtetes Konsumverhalten
     Zielloses „browsen“ durch die Regale
     Kein Umsatz in der Beobachtunszeit! Besuch also als 
      Zeitvertreib?

                                                Sven Giersig / Jonathan Heck 2008
Beispiel: Tchibo




„Wie Tchibo die Kunden süchtig macht“
       (wiwo.de/handelsblatt.com 19.04.2006)




                                               Sven Giersig / Jonathan Heck 2008
Fragen?




          Sven Giersig / Jonathan Heck 2008
Fragen!




Wie passt Max Webers „Askese“­Konzept in 
           Campbells Theorie?




                                  Sven Giersig / Jonathan Heck 2008
Fragen! (2/3)




Wie unterscheidet sich die (Konsum­)Subjekte
     bei Baudrillard und bei Campbell?




                                     Sven Giersig / Jonathan Heck 2008
Fragen! (3/3)




    Weitere Beispiele?
(z.B.: Jugendsubkulturen)




                            Sven Giersig / Jonathan Heck 2008
Frage / Kritik / Diskussion


Wenn die Romantik sozial und kulturell 
  in Europa lokalisiert werden kann,
  wie erklärt Campbells Ansatz dann 
   den Konsum außerhalb Europas?

      (findet ein „Nachholen“ der Romantik statt?)




                                                     Sven Giersig / Jonathan Heck 2008
Folien & Handout:
     http://stud.giersig.eu




    Sven Giersig / Jonathan Heck 2008

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