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Master Thesis

L'influence sociale du marketing. Quelle liberté pour le consommateur ?

Abstract : Consumption is a highly social act, because it enables to be distinguished, to communicate and to share. Even if individual or cultural factors may explain some of consumer's customs, these provide more than a computable benefit since they involve desire's ambiguity regarding the value of objects. From a psychoanalytic and sociological point of view, desire pre-exists to the object toward it is projected, which emboldens designation of marketing practices consequences in themselves, relatively to the thematic of desire alienation. Paradoxically consumer society is charged with multiplying and emptying these desires meanwhile. The main lever of marketing is to maintain and catalyse fetishist mechanisms that delude consumers, especially by tackling their affects. Alienation is due to the fact that the individual whose self-construction is bound to his consumption cannot differentiate anymore between having and being, so that he is both guided in his consumption and existential choices. Positive liberty undergoes hardships, as it requires an enlightened use of reason while the individual is blinded in a fake reality. Moreover political liberty is also evolving since communities are more unstable and permeable, in compliance with a significant change in social link. This change is inherently related to capitalism dynamics whose marketing is a spearhead. The use of the word "influence" doesn't allow reductionisms. Anthropological and socio-political evolutions that seem to be owing to marketing practices don't enable to set up a direct causality between these two phenomena, so that complexity of interactions that lead to these changes has to be taken into account.
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Contributor : Uga Ufr Arsh <>
Submitted on : Friday, August 29, 2014 - 10:10:40 AM
Last modification on : Tuesday, May 11, 2021 - 11:36:17 AM
Long-term archiving on: : Sunday, November 30, 2014 - 10:16:03 AM


  • HAL Id : dumas-01059015, version 1


Louis Gall. L'influence sociale du marketing. Quelle liberté pour le consommateur ?. Philosophie. 2014. ⟨dumas-01059015⟩



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