Fusing Back the Human, Radically

  • Nikhilesh Dholakia
  • Springer Science + Business Media
  • DOI: 10.1057/9781137353290.0016

Post-consumers need to be full humans - not just devourers and passive receivers of macom

What is it about?

From early 20th century, the consumer role in our lifeworlds has overwhelmed and engulfed every other life role. This has increasingly made us uni-dimensional... as consumers, devourers, passive receivers of marketing stimuli and communications. This paper offers a critique of this state of affairs as well as suggests ways to move beyond this situation, to wrench out full humanity from the uni-dimensionality of pervasive, passive consumerism.

Why is it important?

With technological change, there are openings for people to escape from the role confines of being “receiving consumers” (even as they are led to believe that they are ‘sovereign’) and to assume fuller, multidimensional life roles -- as full humans. This paper provides some directions. More importantly, it provides the impetus for an agenda to explore the avenues for reclaiming the holistic human from the uni-dimensional consumer.

Read Publication


The following have contributed to this page: Dr Nikhilesh Dholakia