PER UNA GENEALOGIA WEBERIANA DEL CAPITALISMO DI CONSUMO. IL CASO DEL MARKETING NEGLI STATI UNITI (1890-1930)

Translated title of the contribution: [Autom. eng. transl.] FOR A WEBERIAN GENEALOGY OF CONSUMER CAPITALISM. THE MARKETING CASE IN THE UNITED STATES (1890-1930)

Cesare Silla

Research output: Contribution to journalArticle

Abstract

Overall explanations for the rise of modern capitalism are usually divided between productivist thesis which assign causal primacy to the production system and anti-productivistic thesis which give consumer culture an active role in the process. I claim that a multi-causal approach is more adequate if we want to better understand the interplay of production and consumption at the origin of modern capitalism; moreover, I suggest that a study of marketing is well fitted for such a task, since marketing is the link between the production system and the spheres of consumption. Drawing on the Nietzsche-inspired Weberian genealogical method and following the path-breaking works on consumer capitalism in America, I delved into a study of the origin and development of marketing in U.S. between 1890 and 1930 in order to outline a genealogy of consumer capitalism. This research is the object of my Ph.D. dissertation which I present in the essay.
Translated title of the contribution[Autom. eng. transl.] FOR A WEBERIAN GENEALOGY OF CONSUMER CAPITALISM. THE MARKETING CASE IN THE UNITED STATES (1890-1930)
Original languageItalian
Pages (from-to)141-162
Number of pages22
JournalSTUDI DI SOCIOLOGIA
Publication statusPublished - 2013

Keywords

  • Weber
  • capitalismo di consumo
  • genealogia
  • marketing

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