THE SYMBOLIC AND SOCIAL BUSINESS

A. Fuat Fırat

2nd International Biannual Social Business Conference

20. Ulusal Pazarlama KongresiAnadolu UniversityEskişehir, Turkey

WHY ‘SOCIAL’ BUSINESS?

SYMBOLIC EXISTENCE

THE SYMBOLIC IS THE SYSTEM OF IMAGESAND THE IMAGINARY THROUGH WHICH HUMANSRECOGNIZE, SIGNIFY, CONSTRUCT, AND COMMUNICATE THEIR WORLD

SYMBOLIC EXISTENCE IS A SEEKING FOR MEANING

THE SYMBOL IS A SIGN THAT IS PURELYCULTURAL AND ARBITRARY

THUS, MEANING IS INHERENTLY AND INFINITELYFORMABLE—IT CAN TAKE ANY FORM

INSTITUTION(S)

ORGANIZING PRINCIPLE(S)

CULTURAL IDEOLOGY

HUMAN SUBJECTIVITY

TRADITIONAL SOCIETY

SPIRITUAL CULTURESPIRITUAL (RELIGIOUS) INSTITUTIONHARMONY WITH UNIVERSAL FORCE(S)BELIEF SYSTEMSFAITHFUL (BEING SUBJECT)

MODERN SOCIETY

MATERIAL CULTURESTATE & THE MARKETDEMOCRACY, CIVILITY & VALUELIBERALISM CITIZEN (KNOWING SUBJECT)

CONTEMPORARY SOCIETY

ICONOGRAPHIC CULTURETHE MARKETVALUE (EXCHANGE VALUE)NEO-LIBERALISMCONSUMER (CHOICE MAKER)