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Neue Podcast-Serie „New Mobility Planet“ mit Andreas Herrmann & Björn Bender (SBB) Verkehr & Smart Mobility: Andreas Herrmann als Experte bei „Tagesspiegel Background“ Starke ICI Präsenz bei den Konferenzen 2020 ACR und AOM Wenn sich Produkte selbstständig machen – Handlungsempfehlungen zur Adoption Robo-Shuttles können Lösung für Mobilitätsdilemma vieler Städte sein Tunnels in der Schweiz – Klimasünde? Das System Auto: Deutschland und die Neuerfindung der Mobilität Swiss Influencer Marketing Report 2020 Wie man Schocks, Überraschungen und Pandemien voraussagt? Führung in unsicheren Zeiten Podcast über „Mobility-as-a-Service“ Autonome Fahrzeuge – eine Lösung für die heutige Verkehrsbelastung? Die Produktion der Konsumgesellschaft Modi-Covid19: Bio-ökonomische und -politische Simulation Wie verändern «Autonome Shopping Systeme» die Zukunft des Einkaufens? Kein Grübeln und Aufschieberitis mehr – so führen Sie sich selbst von Intention zu Aktion! Wie sieht der globale Markt für Elektrofahrzeuge im Jahr 2035 aus und wird er nachhaltig sein? Forbes: „Eines lieben Menschen noch mehr als Geld gewinnen: es nicht zu verlieren!“ Erfolgreich auf dem Weg der digitalen Transformation: Die agile und kundenorientierte Softwareentwicklung Weniger Staus dank weniger Autos Wie smart ist die Schweiz? “Opinion Leaders & Branding” – die Rolle und Bedeutung von Meinungsführern für Brands Einmal wieder…Universität St. Gallen Platz 4 im Financial Times Ranking! Innovation für die Transformation – Herausforderungen der Gleichzeitigkeit in der Automobilindustrie The Digital Behavior Change Journey – Wie funktioniert die digitale organisatorische Transformation? Zukunft braucht Herkunft: Transformationsstrategien in der Autoindustrie Being One in a Million – der Wert von Einzigartigkeit bei Mass-Customized Produkten Bahnfahren mit Nebenkosten Deutsche Telekom: Vom Staatskonzern zum magentafarbenen Erlebnis Was sind die wahren CO2-Schleudern unter den Verkehrsmitteln? Der gläserne Konsument in Zeiten von Smart Products Wie wollen wir in 10 Jahren leben? Worauf kommt es wirklich an auf dem Weg zum autonomen Fahren? Prof. Dr. Andreas Herrmann wird Visiting Professor@LSE Forschung: MAKE IT HAPPEN – Klarheit und Umsetzungsfähigkeit in Zeiten unbegrenzter Möglichkeiten Publikation: Diese 7 Technologien verändern das Marketing – Was Marketeers wissen müssen, um auch in Zukunft erfolgreich zu sein Forschung: Wie Sprache uns (ver)führt – Der subtile Einfluss von Konsumvokabular auf die Kommunikation über Produkte in Online-Diskussionsforen Publikation: Alexa is talking to my customer! Herausforderungen und Chancen im Voice Marketing Forschung: Der Einfluss narzisstischer Kommunikation in sozialen Produktkonfiguratoren Video: Autonomes Fahren – Kurze Insights zu spannenden Themen Publikation: Wie sieht die Zukunft des Asset Managements aus? Sieben Trends, die die Industrie verändern Publikation: Wie können wir mithilfe von digitalen Plattformen gesellschaftliche Herausforderungen adressieren?

Die Produktion der Konsumgesellschaft

Die Konsumgesellschaft ist am Scheideweg, denn nicht nur der Konsum einer Ware stiftet Nutzen, sondern auch ihr Nichtkonsum: Weil wir über den Verzicht auf gewisse Dinge und den Konsum gewisser anderer Dinge soziale Nähe und Distanz zu bestimmten sozialen Gruppen kommunizieren und durch Kommunikation produzieren. Auf Basis dieser These stellt Ernst Mohr in seinem Buch ein zentrales Paradigma der traditionellen Wirtschaftswissenschaften in Frage: Das Glück, das vom Konsum immer grösserer Mengen angetrieben wird. Wenn aber der Durchsatz von immer mehr Material(em) keine Voraussetzung für die Mehrung des Glücks ist, dann zeigt sich nicht nur der aktuelle Konsumismus in einem anderen Licht, sondern erschliesst der Konsumgesellschaft eine Zukunftsperspektive.

 

Die Konsumgesellschaft am Scheideweg
Der gängigen, nur Verbrauch berücksichtigenden Sicht wird die den Verbrauch und Verzicht berücksichtigende Konsumsicht gegenübergestellt – eine Sicht auf den Konsum von Qualitäten statt von Mengen. Der Banker- und der Punkerstil verdeutlichen den Scheideweg der Konsumgesellschaft. Der Banker konsumiert den Anzug und meidet die Irokesenfrisur und der Punker meidet den Anzug und konsumiert die Irokesenfrisur. Nun, sind beide glücklich, weil sie positive Mengen konsumieren, je mehr je besser, oder sind sie glücklich, weil sie nicht dasselbe konsumieren? Dies ist die Kernfrage nach Gegenwart und Zukunft der Konsumgesellschaft. Sie schliesst Gegenwart und Zukunft der sozialen Ausgrenzung und Inklusion mit ein, des ökologischen Fußabdrucks, des Materialismus, die Frage nach dem Glück des Verzichts ebenso wie dem Markenmanagement. All diese Fragen verlangen nach einer gemeinsamen Antwort. Die Produktion der Konsumgesellschaft liefert sie.

Der non-verbale Kommunikationssektor der Wirtschaft
Die Konsum- und Lifestyleindustrie ist in dieser Sichtweise Dienstleister einer allumfassenden non-verbalen Kommunikation ihrer Kunden und Nichtkunden, wie z.B. des Bankers und Punkers. Ihre Geschäftsmodelle bearbeiten diese Wertschöpfungskette der Kommunikation. Unternehmen und Marken operieren dabei im Kielwasser einer von den Konsumenten angetriebenen kulturellen Selektion der sprachähnlichen Eigenschaften der Ding- und Verhaltenswelt. Die Ästhetik der individuellen Stile von Konsumenten, z.B. eines Bankers und eines Punkers, und des gewöhnlichen Stils von Wahlverwandtschaften, in denen Konsumenten mit ihrem individuellen Stil zusammenfinden, z.B. des Bankerstils und des Punks, sind die sprachähnlichen Formen, mit denen Konsumenten das Soziale produzieren. Die gemeinsame Kultur, auch von Bankern und Punkern, als Lingua franca, die diese Kommunikation erst möglich macht, wird dabei unter dem Einfluss des Konsumierens beständig transformiert. Denn unterschiedliche Konsumstile sind nicht gleich effizient in der Schaffung sozialer Distanz und Nähe. Die non-verbale Lingua franca des Konsumierens ist so einem ständigen Druck der Selektion in Richtung kultureller Effizienz ausgesetzt. Deren vertiefte Kenntnis entscheidet über Erfolg und Misserfolg von Unternehmen. Für Unternehmen des non-verbalen Kommunikationssektors wird das mit diesem kulturellen Schlüsselprozess vertraute Humankapital zur Schlüsselressource für dauerhaften Erfolg.

Konsumgesellschaft in der Fundamentalkritik
Die Konsumgesellschaft und ihre Unternehmen stehen von zwei Seiten in der Kritik: der ökologischen, den ökologischen Fussabdruck betreffend, und der kulturkritischen, die Banalisierung des Lebens betreffend. Den kommunikativen Kern von Konsumgesellschaft und ihre Industrie kann diese Kritik aber nur bedingt treffen. Erstens,  weil die semantische Komponente der Kommunikationsdienstleistung der Konsum- und Lifestyleindustrie keine thermodynamischen Kosten verursacht, ist ihr ökologischer Fussabdruck geringer als bei anderen Industrien ähnlicher Grösse. Dies ermöglicht eine partielle, aber systematische Entkopplung des Markenwerts vom ökologischen Fussabdruck. Zweitens, die Kritik an der Banalisierung des Lebens durch Konsumismus trifft die Industrie ebenfalls nur bedingt, weil das stilistische System der Konsum- und Lifestyleindustrie auch systematisch Anreize setzt, arbeitsteilig zur Reduktion der stilistischen Langeweile im Mainstream beizutragen. Die konsequente Ausrichtung von Unternehmen als Dienstleister für non-verbale Kommunikation führt sie somit in eine sowohl ökologisch wie kulturell nachhaltigere Zukunft.

Eine grundlegend neue Konsumtheorie
Mit einer grundlegend neuen Konsumtheorie zeigt Ernst Mohr: Soziale Distanz und Nähe werden konsumierend kommuniziert und durch Kommunikation produziert. Er positioniert Stile postmoderner Gruppen – wie z.B. Hip-Hop, Punk, Skinhead, Hipster, Pop – mit jenen des Mainstreams in einem stilistischen Gesamtsystem der Gesellschaft und analysiert deren Begegnungen. Dieser Ansatz wirft ein neues Licht auf die kulturelle und soziale Evolution sowie die Geschäftsmodelle der Konsumgüterindustrie: Typische Merkmale der Konsumgesellschaft und die Geschäftsmodelle ihrer Industrie, u.a. die Einzigartigkeitsmassenproduktion, Mode und ihre Kannibalisierung, das Editionsgeschäft mit der Sammelleidenschaft von Konsumenten, die Entuniformierung der Gesellschaft, aber auch die neomarxistische Konsumismuskritik haben ihren gemeinsamen Ursprung in der auf Effizienz getrimmten kulturellen Selektion des Konsumierens. Es wird zudem gezeigt, wie diese kulturelle Selektion die Evolution des Sozialen beeinflusst: hin zur Öffnung der vormals geschlossenen Gesellschaft, zur Egalisierung von Individualität und Glück trotz ständig zunehmender Buntheit der stilistischen Welt, zur Destabilisierung von Wahlverwandtschaften und zur sozialen Zellteilung aus dem stilistischen Mainstream heraus.

Interdisziplinär verbindend
Die Produktion der Konsumgesellschaft stützt sich auf einen empirischen und theoretischen Befund aus Soziologie, Semiotik, Sozialpsychologie, Kunstgeschichte und -kritik, Philosophie, Archäologie, Evolutionsbiologie sowie der Volkswirtschaftslehre und dem Marketing. Sie vermittelt auf dieser Basis den Kultur-, Sozial- und Wirtschaftswissenschaften einen gemeinsamen Zugang zu einem Interessensgebiet, das bisher mit widersprüchlichen Paradigmen bearbeitet wurde.

Handlungsempfehlungen
Die Produktion der Konsumgesellschaft erschliesst so auch neue Perspektiven für das Marketing.

1. Das Branding muss feststellen, welche Position die Marke im stilistischen Gesamtsystem aktuell einnimmt und bestimmen, welche sie einnehmen soll:
Marken besetzen wie Wahlverwandtschaften bestimmte Positionen im stilistischen Gesamtsystem und sind Teil des handwerklichen Wie und expressiven Was unterschiedlicher stilistischer Grossformationen. Der Markenwert wird deshalb nicht nur von Konkurrenzmarken beeinflusst (Branchensicht), sondern auch durch Komplementärmarken in derselben Formation (Formationssicht).

2. Der Marke kann zusätzlich eine markenwertsteigernde Funktion im stilistischen Innovationsprozess gegeben werden: 
Die Marke ist nicht nur selbst eine Aussage im kommunikativen Gesamtsystem (die traditionelle Brandingperspektive im Branchenvergleich), sondern kann auch (Ver-)Mittler der Kommunikation zwischen unterschiedlichen stilistischen Formationen im Gesamtsystem sein, z.B. zwischen Fringe und Mainstream. In der zweiten Funktion wird der Markenwert durch die Fähigkeit beeinflusst, den Diffusionsprozess stilistischer Innovation vom gesellschaftlichen Rand in den Mainstream zu moderieren. Hier sind die Konkurrenzmarken nicht (zwingend) jene der eigenen Branche, sondern es sind die aus allen Branchen, die den Innovationsprozess an derselben Stelle mitmoderieren. Industrielle Moderation macht stilistische Innovation vom gesellschaftlichen Rand Schritt für Schritt für den Mainstream nutzbar. Der Markenwert wird so auch durch seinen Beitrag zur Skalierbarkeit stilistischer Innovation bestimmt.

3. Marken müssen ihre optimale Rolle in der stilistischen Signalkaskade von Coolness finden:
Kunden signalisieren mit einer Marke nicht nur  ihre (gewünschte) Identität, sondern nehmen mit ihrem Signal auch eine bestimmte Position in der Signalkaskade von Standing-out Coolness über Fitting-in Coolness zu aktiver und passiver Uncoolness ein. Der Diffusionsprozess stilistischer Innovation durchläuft in Schritten die Signalkaskade und deshalb ist mit der Funktion einer Marke im stilistischen Innovationsprozess eine Rolle in einer Signalkaskade zu finden. Bei der Steigerung des Markenwerts ist dabei ein Tradeoff zu beachten: Die Rolle einer standing-out coolen Marke ist per se vorteilhafter als die Rolle einer fitting-in coolen oder gar uncoolen Marke, aber uncoole Marken kommen dafür in den Genuss eines grösseren Skalierungseffekts stilistischer Innovation. Bei der Rollenfestlegung der Marke ist das Risiko der Markenerosion zu berücksichtigen im Ergebnis eines Marken-Upgrades in Richtung Standing-out Coolness, der mit den kulturellen Ressourcen des Branding nicht gesichert werden kann.

 

Kontakt

Prof. Dr. Ernst Mohr; ernst.mohr@unisg.ch

 

Open Access Link: https://www.transcript-verlag.de/978-3-8376-4909-3/die-produktion-der-konsumgesellschaft/?number=978-3-8394-4909-7

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