Lo que “marcan” las marcas: una aproximación socio-histórica al consumo de marcas

Abstract

From an historic, sociologic and motivational perspective, we analyse the role of brands and theirs consumes in the frame of the XX century in Spanish kingdom. Following a concrete periodization of the stages established by each consume model, we observe as brands “marking” objects, individuals and groups in different ways depending of historic and social context. Far of economicist model (which characterise the consumer only as rational and maximized), this work registers, in its different analytical stages, the brands consume as way and strategy of a symbolic fight in order to integration and/or social differentiation of groups and individuals, which are overdeterminants in the motivational processes. But conceiving the consume of brands as strategy for the reconstruction of “social link”, as well show as the capitalism transform the constitution of social life into pure merchandise. Indeed, the “relational” brands consume, a special feature of the current consume model, is an expression of a concrete way of companies power domination, in the field of private consume. This concrete form of domination generates particularised communities, that cannot constitute new channels of social and collective integration and should be approach as the fragmentation process that characterise the current societies.