Abstract

The issue of culture consumption is a particular concern within the modern marketing theory. Culture can be seen as representing a body of knowledge, beliefs, values, attitudes, symbols etc, developed in a certain period of time by a group of individuals, items transmitted with the help of a social learning process to other generations within the group. Thus, the consumption of culture will identify itself with the consumption of any product, service or a combination of them, directly resulted as manifestation of culture, expressions of artistic creativity specific for a certain cultural space. The present paper proposes the analysis of the phenomenon referring to the culture consumption in terms of specific characteristics. The paper reviews the features specific to the modern consumer of culture, the relationship that exists between the individuals’ level of education and the culture consumption and value creation process or augmentation of the intrinsic value of an artistic product as a result of the contribution that the culture consumer can bring himself. The authors highlight the fact that within extremely complex processes which are defining the culture consumption, consumers can assume an active role, becoming on their turn co-participants in the cultural goods and services value creation and transmission. The modern consumer benefits more than ever from the advantages offered by the information technology, being called to respond to major challenges of the postmodernism paradigm in terms of culture consumption. Globalization and other social economic and politic phenomena have profoundly changed the reports between individual and culture, between self and other members of the society, causing synthesis and essential transformations of culture consumption, of culture consumers typologies, and not least of the very forms of artistic expression related to cultural goods and services.

Highlights

  • Nowadays culture consumer, defining elements and specific features Each consumption process bears the imprint of characteristics determined by the specific features of different types of consumers and in the same time because particular elements of the consumption object – products and services concerned

  • Conclusions and future directions of research Culture consumption represents a special type of consumption

  • Many consumers are active culture amateurs as regarding different various forms of artistic expression

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Summary

Introduction

Nowadays culture consumer, defining elements and specific features Each consumption process bears the imprint of characteristics determined by the specific features of different types of consumers and in the same time because particular elements of the consumption object – products and services concerned. One of the most important aspects related to the consumption of culture and creating added value for the consumer is represented, as highlighted earlier, by the degree of involvement of the people in cultural artistic activities.

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