Building Communities: Personalized Relationships in Late Capitalism

Răzvan IONESCU-TUGUI
Building Communities: Personalized Relationships in Late Capitalism
Institution: 
National School of Political Science and Public Administration, Bucharest
Author's email: 
razescu@yahoo.com
Abstract: 

The article tracks the use of the idea of “community” in the context of a multinational corporation. With the community at the intersection of personal and impersonal relationships, of market economy and gift economy, of instrumental rationality and value-based rationality, this article is trying to describe the powers at play for a particular configuration of these elements in the attempt of the company to better control the consumers.

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