Anthropology and Anthropological Marketing

Focusing on the branch of anthropology that interests us most here, namely the cultural one, we could say that anthropology is the study of the other, inserted within a society. With all the relationships, dynamics and complications that this entails. In fact, there is always also a “we” with which “them” must necessarily relate. As Aristotle already stated in Book I of “Politics”, man is not an isolated being, but a “political and social animal” which by its very nature tends to aggregate with other individs and societies. This would be enough to spark a reflection on the essentially individualistic propensity of social networks, but this is another topic that we will address at another time.

The definition of anthropology

In this regard, one of the most effective definitions of anthropology is in my opinion that of Marc Augé, according to whom ” L’anthropologie traite du sens que les humains en collectivité donnent à leur existence “, or ” anthropology studies the sense that men collectively give to their existence”.

Anthropology, unlike other sciences, aimed at the search for certainties, the formulation of theories and the achievement of objectives, is a discipline that we could define as “rebel”. All of this drives her to continually raise doubts, to dismantle all presumptions of certainty,

The role of culture in anthropology

to question everything, including those paradigms on which the discipline itself is based, consequently assuming an attitude of detachment, the famous “far gaze” ( Rousseau, 1984) but able to grasp different points of view. Indeed, anthropology knows that it has long been a partial narration of otherness. Partial because this narration took place by virtue of a relationship of domination (“the West” and the rest of the world). Of these on the original “vices”, let’s call them that, anthropology is today perfectly aware, indeed it is precisely in this awareness that its strength lies, itsability to always question yourself .

The left side deals with logical thinking and studying data-driven cause-and-effect relationships. The other hemisphere deals with the creative part which is process Phone Number List willmuch more irrational. The moment man has to carry out an action or behavior, these two hemispheres come into action. There are some subjects that deal only with logical behaviors, anthropology instead says that men’s behaviors are influenced by their own culture. If you think that in marketing or, more precisely, in neuromarketing it is stated that 90% of consumer choices are unconscious

Phone Number List

Culture is a sort of second nature that we have for inhabitin world. Many scholars agree in supporting the biological incompleteness of man, who needs cul it ICTP Conference 2017 ossibleble ure to survive. Societies in fact, in order to safeguard the basis of their existence and the identity of their members, attribute a natural, if not even sacred, character to certain cultural norms, values ​​and symbols, in order to make them a political instrument and elevate them above all the others.

Leave a comment

Your email address will not be published. Required fields are marked *