I-Consumer Sociology kanye Nokuziphatha Kokuthenga
Empilweni yansuku zonke, ukuthenga kuvame ukuqondwa njengesenzo esilula: ukukhetha into, ukuyikhokhela, bese uyiyisa ekhaya. Kodwa-ke, uma kuhlolwa ngokujulile ngelensi yezenhlalo, ukuthenga kuyindlela yokuxhumana nabantu ecebile ngencazelo. Ukukhetha kwethu mayelana nemikhiqizo, izindawo zokuthenga, izinhlobo zemikhiqizo, kanye nezindlela zokukhokha akuyona nje indaba yezidingo zomuntu siqu kodwa futhi kuthonywa yizindinganiso zethu, izindinganiso, ubuwena, isigaba somphakathi, kanye nobudlelwano nabanye. Yilapho i-sociology yabathengi ingena khona: ukusisiza siqonde ukuthi umphakathi ubumba kanjani ukuziphatha kokuthenga, nokuthi ukuziphatha kokuthenga kubumba kanjani umphakathi.
Ukuqonda isayensi yezenhlalo yabathengi
I-consumer sociology iyigatsha le-sociology elihlola ukuziphatha kokusetshenziswa njengento eyenzeka emphakathini. Igxila kakhulu “ekutheni abantu bethenga,” kodwa futhi “ekutheni amaphethini okuthenga akhiwa kanjani,” “ukuthi izimpahla ezithengiwe zinezincazelo ezingokomfanekiso,” kanye “nokuthi ukusetshenziswa kuhlobana kanjani nezakhiwo zomphakathi ezifana nesigaba, ubulili, isiko, kanye namandla.” Kusukela kulo mbono, abathengi ababhekwa njengabantu abanengqondo ngokuphelele, kodwa kunalokho njengamalungu omphakathi aziphatha ngendlela ethonywa izici ezahlukene zomphakathi.
Ukuziphatha kokuthenga kubhekwa njengomsebenzi ohlanganisa izici zezomnotho nezenhlalo. Ukuthenga ukudla, izingubo, amagajethi, noma izinsizakalo zedijithali kungaba yindlela yokwanelisa izidingo, kodwa kungaba futhi indlela yokubonisa ubuwena, ukugcina isimo, ukwakha ubudlelwano, ngisho nokuqinisekisa ubulungu eqenjini elithile.
Ukusetshenziswa njengobunikazi kanye nophawu
Omunye wemibono ebalulekile ku-consumer sociology ukuthi izimpahla zinencazelo engokomfanekiso. Izingubo, isibonelo, akuyona nje indlela yokuvikela umzimba, kodwa futhi "ulimi" oludlulisela imiyalezo mayelana nendlela yokuphila, okuthandwa ngayo, izindinganiso, ngisho nemibono yezepolitiki. Kunjalo nangokukhetha kwethu uhlobo lweselula, uhlobo lwemoto, noma indawo yokuchitha isikhathi. Ezimweni eziningi, ukusetshenziswa kuba yindlela "yokutshela" ukuthi singobani.
Esikhathini semidiya yezokuxhumana, lesi sici esingokomfanekiso sinamandla nakakhulu. Abantu abathengi nje kuphela ukuze basebenzise kodwa futhi ukuze babonise: izithombe zokudla ezindaweni zokudlela, amavidiyo akhishwa ebhokisini, noma okuthunyelwe "kokudonsa". Amapulatifomu edijithali anikeza isikhala sokwakha izithombe zabo, futhi ukuthenga kuba yingxenye yalowo mkhiqizo wezithombe. Ngenxa yalokho, ukuziphatha kokuthenga kungaqhutshwa yisidingo sokuvunyelwa komphakathi, umuzwa "wokulandela izitayela," noma isifiso sokuvelela.
Isigaba sezenhlalo kanye namaphethini okuthenga
I-Sociology igcizelela ukuthi ukusetshenziswa kuhlobene kakhulu nesigaba sezenhlalo. Amandla ezomnotho athonya ngokusobala amandla okuthenga, kodwa okuyinkimbinkimbi kakhulu indlela isigaba esibumba ngayo ukunambitheka kanye nezintandokazi. Emiphakathini eminingi, izigaba eziphakathi neziphezulu zivame ukufinyelela imikhiqizo yekhwalithi ephezulu, imfundo yabathengi (ulwazi lwemikhiqizo, ikhwalithi, kanye nesitayela), kanye nendawo yomphakathi ekhuthaza amazinga athile.
Okwamanje, isigaba sabasebenzi singase sibe nezinto eziza kuqala ekuthengeni ezigxile kakhulu ekusebenzeni komkhiqizo, intengo, kanye nokuqina kwawo. Kodwa-ke, kubalulekile ukuqaphela ukuthi zonke izigaba zinamasu azo okusebenzisa. Abanye abantu abanemali engenayo elinganiselwe babekela eceleni imali yokuthenga izinto ezithile ngezinjongo zodumo noma zobunikazi. Lesi simo sibonisa ukuthi ukuthenga akuhambisani ngaso sonke isikhathi nomqondo wezomnotho, kodwa futhi nomqondo wezenhlalo.
Ithonya lamasiko, izindinganiso, kanye nezindinganiso
Isiko linquma ukuthi yini ebhekwa “njengedingekayo,” “efanelekile,” noma “eyezinto zokunethezeka.” Kwezinye izimo, ukunikeza izipho ngesikhathi samaholide noma imicimbi yomndeni kuyinto evamile emphakathini. Abantu bangase bangathengi ngenxa yezidingo zabo siqu, kodwa ngenxa yezidingo zesiko kanye nokulindelwe emphakathini. Ngokufanayo, ukuziphatha “okungakhululekile” noma “okungakhululekile” kwamasiko kungathonya izinqumo zokuthenga ukuze kugwenywe ukubhekwa njengokuncishana, ukungakhathaleli, noma ukungahloniphi abanye.
Izindinganiso nazo zakha amaphethini okusetshenziswa kwesimanje. Isibonelo, ukuthambekela okukhulayo kokuthenga okuhambisana nemvelo kanye nemikhiqizo eqhubekayo kubonisa ushintsho kumanani phakathi kwabanye abathengi, abaqala ukucabanga ngemiphumela yezenhlalo neyezemvelo. Kodwa-ke, ngakolunye uhlangothi, ukuthambekela "kwemfashini esheshayo" kanye nokuthenga ngokuphamazela kubonisa ukuqhubeka kokubusa kokusebenza kanye nesivinini.
Indima yamaqembu omndeni kanye nobungane
Ukuziphatha kokuthenga kuvame ukufundwa ebuntwaneni ngomndeni. Izindlela zabazali zokuphatha imali, ukukhetha izinhlobo, noma ukubeka izidingo phambili ziyalingiswa futhi ziba yimikhuba. Njengoba sikhula, ithonya lontanga nomphakathi liyakhula. Izincomo zabangane, izitayela zasekhempasini noma zasehhovisi, ngisho nengcindezi yokuhambisana nakho konke kungabumba izinqumo zethu zokuthenga.
Ezimweni eziningi, isinqumo sokuthenga into ethile akuyona into yomuntu ngamunye. Siwumphumela wezingxoxo: phakathi kwemibhangqwana, phakathi kwezingane nabazali, noma phakathi kwabantu ngabanye namaqembu abo. Ngisho nokukhetha indawo yokuthenga—izimakethe zendabuko, izimakethe ezincane, noma ukuhweba nge-inthanethi—kungaxhunyaniswa nobunikazi beqembu nendlela yokuphila.
Ukusetshenziswa emphakathini wedijithali
Intuthuko yezobuchwepheshe ishintshe kakhulu indlela abantu abathenga ngayo. Ukuhweba nge-inthanethi, izinhlelo zokusebenza zokulethwa, izinkokhelo zedijithali, kanye nokukhangisa okusekelwe ku-algorithm kwenze ukuthenga kwaba lula futhi kwashesha. Ngokombono wezenhlalo yabathengi, lokhu kulula akukhona nje ngokusebenza kahle, kodwa futhi kumayelana nokushintsha ubudlelwano bomphakathi.
Ama-algorithms ezinkundla zokuxhumana kanye nemakethe akha "indawo yokuthenga" entsha: okubonakala ezikrinini zethu, izincomo zomkhiqizo, kanye nokukhushulwa okwenziwe ngezifiso. Amaphethini okusetshenziswa angaqondiswa ekugcineni yizinhlelo zedijithali ezibikezela futhi zithonye ukunambitheka. Ngaphezu kwalokho, izenzakalo zokuthenga bukhoma, ukumaketha kwabathonya, kanye nokumaketha okuhambisanayo kuguqula ukuthenga kube umsebenzi ohlangene ezindaweni ezingokoqobo: abathengi bayaxhumana, batusana, futhi bakhe ukwethembana ngemiphakathi eku-inthanethi.
Kodwa-ke, ukuthenga ngedijithali kuletha nezinselele zomphakathi njengokwanda kokusetshenziswa ngokuphamazela, ukulutheka ekuthengeni, kanye nengcindezi yokuhambisana nezitayela ezishintsha ngokushesha. Izaphulelo ezinkulu, ukuthengiswa okusheshayo, kanye nezici "zokuthenga manje" kungabangela izinqumo zokuthenga ezingacatshangwa kahle.
Ukuthenga izinto zasekhaya kanye nokugxekwa komphakathi
I-sociology yabathengi ifunda nangokusebenzisa izinto ngendlela efunwayo, ukuthambekela komphakathi kokubeka ukusetshenziswa kwezinto endaweni ebalulekile empilweni. Emphakathini othanda ukuthenga izinto ezifunwayo, injabulo ivame ukulinganiswa ngezinto onazo, futhi ubuwena bakhiwa ngalokho umuntu akuthengayo. Lokhu kungaholela ekusebenziseni imali ngokweqile, ukusaphaza, kanye nokungalingani okukhulu kwezenhlalo.
Ukugxekwa kwezenhlalo kugcizelela ukuthi ukufuna ukuthenga kungabamba abantu emjikelezweni "wokusebenzela ukuthenga" kanye "nokuthenga ukuze bazizwe bebalulekile." Ngaphezu kwalokho, ukukhiqizwa ngobuningi ukuze kuhlangatshezwane nesidingo sabathengi kungaholela emiphumeleni yemvelo, ukuxhashazwa kwabasebenzi, kanye nokwanda kokuchitha imali. Ukuthenga, kulokhu, akuyona into engathathi hlangothi kodwa kuxhumene nesakhiwo somnotho womhlaba.
Ukuya ekuziphatheni kokuthenga okuqaphile
Ukuqonda i-sociology yabathengi akusho ukwenqaba ukusetshenziswa, kodwa kunalokho kusikhuthaza ukuba siqaphele kakhudlwana. Lapho sithenga okuthile, singazibuza: ingabe lokhu kuyisidingo noma kumane kuyisifiso somphakathi? Ingabe lesi sinqumo sithonywa ukukhangisa, izitayela, noma ingcindezi yemvelo? Ingabe lo mkhiqizo unegalelo emikhubeni efanele neqhubekayo?
Lokhu kuqwashisa kubalulekile ukuvimbela ukusetshenziswa kwemali ukuthi kungalawuli ngokuphelele izimpilo zethu zenhlalo. Ukuziphatha kokuthenga okunengqondo kunganciphisa ukucindezeleka kwezezimali, kunciphise imfucuza, futhi kukhuthaze izimakethe ezinomthwalo wemfanelo. Abathengi abanokuqonda emphakathini bangathonya ushintsho: ukufuna ukucaca komkhiqizo, ukusekela imikhiqizo yendawo, noma ukukhetha izinsizakalo zokuziphatha okuhle.
I-Penutup
I-sociology yabathengi ikhombisa ukuthi ukuziphatha kokuthenga kubonakalisa umphakathi: kwembula indlela okwakheka ngayo ubuwena, indlela amakilasi omphakathi asebenza ngayo, indlela isiko elithonya ngayo ukukhetha, kanye nendlela ubuchwepheshe obubumba ngayo ukunambitheka. Ukuthenga akuyona nje into yezomnotho, kodwa kuwumkhuba womphakathi onenjongo. Ngokuqonda ubukhulu bokusetshenziswa komphakathi, singabona ukuthi zonke izinqumo zokuthenga zinesimo, imiphumela, kanye nomyalezo. Ekugcineni, ukuthenga okuqaphile akuzuzisi abantu kuphela kodwa kungasiza ekwakheni umphakathi onobulungiswa nozinzile.
