The Rhetoric of the Self-Image Congruence: Tell Me What You Consume, and I Will Tell You What You Are
Journal Title: Journal of the Human and Social Science Researches - Year 2016, Vol 5, Issue 3
Abstract
In the recent years, the consumption featured as a richness of happiness in social media and mass media even in the film industry. Accordingly, the self-concept associated with the objects of consumption, and consumption has gained a symbolic and emotional meanings. In this manner, presentation of the products or brands have been alienated from functionality, and become the rhetoric of desirability. Using products or brands as a symbol to communicate with other consumers lead to preference products or brands that have a congruity with their self-concepts. With this view, the self-concept assessed a symbolic reflection of consumption. The self-concept is the perception an individual has of him/herself, and encompasses of the products and services consumed. In this study the self-concepts are identified in light of literature from the field of psychology and sociology, which then followed by further examination of self-image congruence. Finally, measurement of the self-image congruence is discussed.
Authors and Affiliations
Betül BALIKÇIOĞLU| Yrd. Doç. Dr. Mustafa Kemal Üniversitesi, İİBF, İşletme Bölümü bbalikci@gmail.com
Keywords
Related Articles
- EP ID EP2634
- DOI -
- Views 391
- Downloads 26
The Actual Prayer in the Holy Qur'an
Prayer is one of the fundamental concepts in the Qur'an that Allah's appeal to people. Prayer is the most beautiful expression of worship, which shapes the relationship of people with Creator and expresses the relationsh...
The Problems of Roma People in Uşak City Related to Turkish Education System
Education has a central role on well being and social inclusion of both gypsy children and families. Because, gypsies are people who are seen as disadvantageous when comparing with other ethnic groups. There have been a...
In Samples Of Gerhard Richter And Anselm Kiefer Plastic Arts In Germany After World War II
In the period following the Second World War (1939-1945) which ended with the defeat of the National Socialists, Germany was split into two parts as the East Germany and the West Germany, as a result of which the German...
The Position of the Sûfîs in Relation to Tawhid Prior to the Wahdat al-Wujud School: Bayezid al-Bistami’s Approach to Tawhid
While Sufism, like the other Islamic sciences, assigns primacy to belief in God's Unity, or tawhid, it demands its Sufi adherents to perceive it experientially through the conscience, beyond a mere rational cognition. In...
ÖMER SEYFETTİN’S OPINIONS AND SUGGESTIONS IN FORMING A NEW PROSE LANGUAGE
Ömer Seyffetin was a poet who made important contributions to our social, political and cultural life not only through his stories but also by his writing related to his opinions and thoughts on language, literature and...