Sosyal Sınıflarda Tüketimin Sınıf Belirleyicilik Rolü

Neoklasik anlamda ekonomi biliminin incelenmesinde, insanın sosyal bir varlık olarak kabulünün oldukça zayıf yer aldığı rahatlıkla izlenebilir. Bu yaklaşımın özünde bireysel ve bireyci davranışlar olduğu için tüketim konusuna da aynı çerçevede yaklaşılmıştır. Bu çalışmada tüketim ve anlamının yalnızca bireyci temeller üzerinde olmaması gerekliliği üzerinde durulmuştur. Fayda yaklaşımı ile tüketim ve onun bireyler için getirdiği anlam incelenirken sosyal sınıf kavramının da analize dahil edilmesi gerekir. Geleneksel olarak tüketimin bireylere sağladığı fayda yalnızca direk ya da fonksiyonel olarak kabul edilmiştir. Oysa ki bu hesaba tüketimin sosyolojik ve psikolojik anlamda sağlayabileceği faydalar da eklenmelidir. Tüketiciler yaptıkları harcamalarla subjektif kriterlerden en önemlisi olan sosyal sınıfa ait bir sinyal elde eder ve bundan da hedonik anlamda fayda sağlarlar. Bu faydanın toplam fayda hesabında içselleştirilmesi tüketimin bireyler için anlamını Neoklasik anlamdan farklılaştıracaktır. Subjektif kriterler ve buradan sağlanacak fayda ancak insanın sosyal çevresi ve bu anlamda sosyal sınıfları ile açığa çıkabilir. Sosyal sınıflar arasında oluşan ayrışma ve çekişme zemini bireyleri yaptıkları tüketimlerde bazen üst sınıftanmış bazen de o sınıftan değilmiş izlenimini vermeye iter. İnsanlar sosyal sınıflardaki yerlerine göre tüketim kararlarını değiştirebilir ve ait olmak istediği statüyü işaret edecek şekilde bu kararları alabilirler.

When we look at the analysis of economics in Neoclassical approach, it is easily realized that there is a weak acceptance of human being as a social agent . Since there is egoistic idea at the center of this approach, consumption has been studied in the same manner. This study tries to underline the requirement stating that consumtion and its meaning to human beings should not depend only on egoistic ideas. When analyzing consumption and its meaning by using utility approach , the term ‘social strata’ has to be included in the analysis. Utility of consuming anything is accepted only in functional forms, conventionally. However, utility of consumption could be derived not only from direct functions, but also from sociological and psychological means. Consumers could get a signal for social strata as an important subjective criteria by consuming and by doing so they could have hedonic utility. Using hedonic utility in the calculation of total utility could create a difference in the meaning of consumption from Neoclassical meaning. Subjective criteria and utility coming out of this criteria could exist for human beings when social environment and social strata are considered. Conflicts among the members of different social strata may force the member as a consumer to show itself being a member of a higher class or not a member of a lower class. When human beings take a consumption decision, they consider their social status.

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