Las nuevas culturas del consumo y la sociedad fragmentada

Abstract

Ford’s matrix of the mass consumption society as estate policy for integration and social welfare with an average of middle class, a mass market, a full employment situation and a range of goods and services for anonymous consumers was modify by Keynes’s mixed economy. This phenomenon brought us to a «post-ford situation» of flexible specialization and product fabrication and a segmented acquisitive model in which the concept of mass consumption society is rooted. An almost symmetric frame has been established in the post-ford’s matrix situation containing segmented markets, dual tendencies concerning global production, stratified and differentiated offer, market places being adapted and restored all over the world. In this context, social identities turn complex and social groups became more conscious about the consumption acts and about the effects of such practices. We have moved from a centralized marketing model to a web of dispersed production, distribution, information and consumption nets. National, global and mass culture consumption have led us to a new unify, differentiated and individualized way of life and consumption.