 Definition Consumerization. Description.
Consumerization is is a vision of contemporary life that is fully dominated by the market. The concept of consumerization can have two (related) meanings: one in social science and one in technology.
The consumerization concept In social science was born with the expansion and strengthening of multinational corporations at worldwide level. It has been developed after an increased fear that culture is becoming mono-dimensional centered: the consumer dimension. Therefore, we are leaving in a world fully controlled by the marketplace. Recent comments about this topic from authoritative ideologists describe consumption in the modern culture as a substitute for religion, where the cathedrals of today are shopping malls. Powerful businesses are able to sponsor art, build up a business case on it, and educate, being thus able to decide how and what to teach according to their needs.
An important contribution in this field comes from Herbert J. Schiller with his 1989 book “Culture Inc.: The Corporate Takeover of Public Expression”. Schiller argues that the corporate voice is the loudest, and most widespread around the globe. In his opinion, a big support to the expansion of consumerization process came from the quick IT development on a global scale. Moreover, there is evidence that no matter what types of people are being considered, when a pervasive disinformational system takes over through all channels and cultural forms there are no defensive positions to be taken. The work of Schiller has been continued and supported by the French philosopher Jean Baudrillard with his 1998 book “The Consumer Society: Myths and Structures”.
Consumerization in technology has been referred as to the process of companies bringing technological products and services to the consumer prior to the business-to-business market. These could be:
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Devices, such as iPhone, netbooks.
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Telecommunication facilities and services, such as wireless networking.
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Applications, such as social networks, blogs, video sharing and games.
This approach is highly explored by innovative high tech companies who believe that consumers are nowadays in a stronger position when considered in their personal environment compared to when they are in their work environment.
As technology firms increasingly design products and services for consumers, IT managers have to learn how to use these products as employees bring them into a variety of workflows and processes.
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| Tie-in Marketing | Brand Recognition | Twelve Principles
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