Schizoanalytic Critique of Consumer Subjectivity

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bachelor_Rännäri_Joel_2024.pdf (1.95 MB)
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School of Business | Bachelor's thesis
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Author
Date
2024
Department
Markkinoinnin laitos
Major/Subject
Mcode
Degree programme
Markkinointi
Language
en
Pages
67
Series
Abstract
This thesis undertakes a philosophical inquiry into consumer subjectivity's composition within capitalist and consumer cultural assemblages, drawing primarily from Immanuel Kant’s critical philosophy and Gilles Deleuze and Felix Guattari’s schizoanalysis. Utilizing bibliometric analysis, a comprehensive review of existing academic literature and contemporary trends in consumer cultural assemblages was conducted. The results of this thesis are predominantly theoretical and philosophical: a phil-osophical system was created, and conceptual constructions such as a posteriori subjectivity, innovation of infinite demand, and existentialist value production categories were introduced. Additionally, the teleological identity of consumer subjectivity’s desiring-production was defined, and the relationship between consumptive and productive acts in information technological societal assemblages explored. These results offer fresh perspectives for analysing consumer behaviour and refining consumer culture theory. According to the results, various implications for theoretical, practical, and even artistic applications were highlighted. Future research directions were also recommended, particularly advocating for a shift towards posthumanist approaches in consumer culture theory. Furthermore, a consumption-based ontological shift in philosophy was proposed, to act as a basis for a critique of traditionally production-centered philosophical perspectives.
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Thesis advisor
Hedon, Blakaj
Keywords
assemblage, capitalism, consumer culture theory, consumer subjectivity, consumer research, critical philosophy, existentialism, prosumption
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https://urn.fi/URN:NBN:fi:aalto-202405263626
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[kand] Kauppakorkeakoulu / BIZ (Open Access)