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What is important for counselling people who\u00a0humanistic theoretical approaches <\/strong>(„Putting people at the centre“), have been the main focus of consulting services for organisations over the past 40 years. differentiation-theoretical approaches of systems theories<\/strong> The sociological systems theory according to N. Luhmann („System-Environment-Theory“).<\/p>\nWe want our new section of the „institute drafts“<\/strong><\/em>\u00a0therefore to another, namely cultural sociological approach<\/strong><\/em> which has fought its way out of the cocoon of science and into the social debate in recent years. Over the coming months, we will outline the ideas and concepts of its currently most prominent representative in Germany: the\u00a0Professor of Sociology Andreas Reckwitz<\/strong><\/em>born in 1970 in Witten, has been teaching at HU Berlin since 2020 and was awarded the Leibnitz Prize in 2019.Important addition <\/strong><\/em>for understanding personal, organisational, economic and social processes. Feel invited to think and discuss with us.<\/p>\nIn small, interwoven Digressions <\/em><\/strong>In addition, the basic concepts and methods of cultural sociology are presented in bitesize chunks in order to explain Andreas Reckwitz‘ s approach to science and social theory, i.e. to the How<\/em> to the What<\/em><\/strong> outline.<\/p>\n<\/h3>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>
I. Introduction<\/strong><\/h2>\nBy way of singularisation and culturalisation, postmodernism (from around the 1970s) displaces organised modernity as it had developed in the USA and Western Europe since the 1920s. This singularisation noted by Reckwitz can be seen in five units – namely in objects (artefacts, especially objects), in subjects, in spaces (places, cities, natural areas etc.) as well as in temporalities (events etc.) and in collectives. They are activated and claimed by social practices.\u00a0<\/span><\/p>\nReckwitz emphasises three drivers of singularisation: the socio-cultural authenticity revolution, the post-industrial cultural capitalism revolution and the mathematical-technological digital revolution. The following is about the post-industrial cultural capitalism revolution.<\/p>\n
II The great transformation of capitalism in the 20th century\u00a0<\/span><\/b><\/h3>\nThe fact that modernism at the beginning of the 20th century gave the impression of a Organised modernity <\/i>This was mainly due to the fact that the (Western) economy was geared towards mass and standardisation. The (required and desired) production of massgoods as goods<\/i>were <\/i>led to society appearing standardised and conformist, in which everyone was organised according to the universal standard of living<\/i> aspired to. The levelled middle-class society at a high level of prosperity was the goal on all sides.\u00a0<\/span><\/p>\nHowever, the countercultures, the niche cultures and those who defined themselves and everyone else as special began to take over the dominant cultural role. Educated and shaped in universities and the modern arts (including advertising!), working in creative professions and using the new technologies in the cinema, in television stations and later in consulting professions, \"the students\" grew from the\u00a0 <\/span>\"workshy\" to the cultural leadership group.<\/p>\nIn the economy, this change from a standardised industrial economy based on functional mass goods (doing generality) to a specified economy based on idealised, culturalised and, above all, appealing goods that addressed the particular (doing individuality) was evident.<\/p>\n
III From Doing Generality to Doing Singularity<\/b><\/h3>\n Service and knowledge society<\/b><\/span>The industrial labour force, which once made up around 50% of the working population, has now fallen to around 25% in Germany and even less than 15% in the USA. Service occupations, on the other hand, have risen rapidly to around 75% of the working population. Since the 1980s, the proportion of the population working in information and knowledge jobs has risen rapidly. At the same time, there is a development of service jobs that are culturally devalued and have little educational capital (supermarket checkout job as a symbolic image). And then there are the culturally valorised creative and consulting professions that are found in society's leading institutions: Universities, TV stations, law firms etc. \u00a0 \u00a0<\/span><\/p>\nThe core of the post-industrial<\/b><\/span> is, however, that the Form of the relevant assets<\/i> (including services), their production methods and the forms of work and organisation, which have changed just as much as the markets and consumption itself. Here is a culturalised form of economy geared towards creativity and innovation<\/i> whose aim is to Affect and individualised cultural assets <\/i><\/b><\/span>to produce.\u00a0<\/span><\/p>\nAn initial, pointed comparison is intended to provide an overview of the development.<\/p>\n<\/div>
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\n\n\n\nModernity <\/b><\/p>\n
(20th century)<\/b><\/p>\n<\/th>\n
\nLate modernism <\/b><\/p>\n
(21st century, from approx. 1980s)<\/b><\/p>\n<\/th>\n<\/tr>\n<\/thead>\n\n\n\norganised industrial capitalism<\/p>\n<\/td>\n
\naesthetic, disorganised<\/p>\n
Cultural capitalism<\/p>\n<\/td>\n<\/tr>\n
\n\nPrimacy<\/strong>:<\/p>\nLogic of the industrialised,<\/p>\n
standardised in general,<\/p>\n
bureaucratic corporate capitalism<\/p>\n<\/td>\n
\nThe logic of economics<\/p>\n
of the culturally special –<\/p>\n
and the fast<\/p>\n
(fashions, cycles, etc.)<\/p>\n<\/td>\n<\/tr>\n
\n\nOrigin<\/strong>:<\/p>\nSocial concepts of the 19th century<\/p>\n
(liberalism, socialism),<\/p>\n
\"bemakelt\" by romantic,<\/p>\n
idealised idea of nationhood<\/p>\n<\/td>\n
\nemerged from creative industries<\/p>\n
(fashion, advertising, design),<\/p>\n
the bridge<\/p>\n
from the artist bohemian<\/p>\n
as a (social) engineer<\/p>\n<\/td>\n<\/tr>\n
\n\nCentral idea<\/strong>:<\/p>\nFormalisation, rationalisation,<\/p>\n
Standardisation, norm(alisation),<\/p>\n
Optimisation<\/p>\n<\/td>\n
\nCulturally charged,<\/p>\n
Uniqueness, brand and design, \u00a0<\/span><\/p>\n<\/td>\n<\/tr>\n\n\nTriassic<\/strong>:<\/p>\nProducer-Product-Consumer<\/p>\n<\/td>\n
\nAuthor-work-recipient\/audience<\/p>\n
(Co-operation,<\/p>\n
customer-orientation)<\/p>\n<\/td>\n<\/tr>\n
\n\nHighlight<\/strong>:<\/p>\nFordism: USA\u00a0<\/span><\/p>\nState communism: USSR\u00a0<\/span><\/p>\nRhenish capitalism: West Germany<\/p>\n<\/td>\n
\npost-Fordist industries:<\/p>\n
Media, Entertainment<\/p>\n
(music, film, games),<\/p>\n
Consultancy, architecture,<\/p>\n
Research and development,<\/p>\n
Design, advertising,<\/p>\n
Internet Services,<\/p>\n
Public Relations,<\/p>\n
Exhibitions,<\/p>\n
Fashion, tourism,<\/p>\n
Wellness\/Health...;<\/p>\n
\"tainted\" by totally standardised<\/p>\n
Digital processes in the background<\/p>\n<\/td>\n<\/tr>\n
\n\nOrganisation<\/strong>:<\/p>\nhierarchically organised, division of labour<\/p>\n
Matrix organisation, which<\/p>\n
Standardisation (Din),<\/p>\n
Formalisation (bureaucracy),<\/p>\n
Standardisation<\/p>\n
(manuals, engineering thought)<\/p>\n
is endeavoured;\u00a0<\/span><\/p>\nLack of belonging and identity<\/p>\n
->Locally independent (globalisation)<\/p>\n
Steel and automotive companies, energy,<\/p>\n
Chemical companies, pharmaceuticals, etc.<\/p>\n
-> These old giants too<\/p>\n
culturalise themselves ...<\/p>\n<\/td>\n
\nStartup-fixated<\/p>\n
Uniqueness (our DNA!),<\/p>\n
Culture-orientated, naturalness,<\/p>\n
Originality and authenticity,\u00a0<\/span><\/p>\nTemporally limited and emotionally<\/p>\n
dense organisation<\/p>\n
(teams, projects, fluid structures)<\/p>\n
-> location-sensitive (glocalisation),<\/p>\n
but in globally networked metropolises.<\/p>\n
GAFAM; TUI, NIKE, Disney,<\/p>\n
Netflix, Nintendo,<\/p>\n
Bertelsmann, LVMH, Kering,<\/p>\n
TimeWarner, Sony<\/p>\n<\/td>\n<\/tr>\n
\n\nProducts<\/strong>:<\/p>\nstandardised, functional goods:<\/p>\n
Law of large numbers<\/p>\n
(scaling idea and need),<\/p>\n
Identical in infinity<\/p>\n<\/td>\n
\nAffect goods; brands, symbols etc.<\/p>\n
culturally charge objects,<\/p>\n
identity-forming<\/p>\n
(Clothes, glasses, watches...)\u00a0<\/span><\/p>\nThey should be original, of course,<\/p>\n
be unique, rare, genuine<\/p>\n
(Authenticity performance<\/strong>)<\/p>\n<\/td>\n<\/tr>\n\n\nProduction<\/strong>:<\/p>\nOrganised hierarchically, with a division of labour,<\/p>\n
Assembly line, interchangeability of all elements<\/p>\n<\/td>\n
\ncommunicative networks,<\/p>\n
Flexible specialisation<\/p>\n
in teams and projects,<\/p>\n
non-interchangeable elements:<\/p>\n
culture-based and culture-creating<\/p>\n
Production, knowledge<\/p>\n<\/td>\n<\/tr>\n
\n\nMotivation to do (work)<\/strong>:<\/p>\nis based on mandatory and acceptance values,<\/p>\n
unlimited, secure employment<\/p>\n
Normal employment relationship,<\/p>\n
Standard of living, doing, not thinking.<\/p>\n<\/td>\n
\nSelf-development will and values;<\/p>\n
Quality of life at work –<\/p>\n
Meaningful work,<\/p>\n
to contribute knowledge and expertise!<\/p>\n
The entrepreneurial self,<\/p>\n
Labour contractor<\/p>\n
(Intrapreneur!)<\/p>\n<\/td>\n<\/tr>\n
\n\nQualification<\/strong>:<\/p>\nbased on standardised formal<\/p>\n
Qualifications; complete curriculum vitae<\/p>\n<\/td>\n
\nBeadvertising<\/i>ing!<\/p>\n
Profile, reputation and reputation<\/p>\n
-> Attention market ;<\/p>\n
Personality, talents, competences<\/p>\n
-> Singularity performance.\u00a0<\/span><\/p>\n<\/td>\n<\/tr>\n\n\nMarkets<\/strong>:<\/p>\nstandardised in principle, performance and<\/p>\n
Prices are important -> scaling!<\/p>\n<\/td>\n
\nAttractiveness and valorisation markets;<\/p>\n
Hypercompetitive, vukaesque, speculative,<\/p>\n
winner takes it all!<\/p>\n
Attention-driven, rankings<\/p>\n<\/td>\n<\/tr>\n
\n\nConsumption:<\/strong><\/p>\nMass consumption, regulated by social norms,<\/p>\n
Standardised, SME-oriented<\/p>\n
and levelled<\/p>\n
Luxury and extravagance for eccentrics only<\/p>\n<\/td>\n
\nPluralisation of consumption patterns,<\/p>\n
Consumption of identity-forming cultural assets<\/p>\n
(brands, symbols);<\/p>\n
Consumer goods are (curated<\/strong>),<\/p>\nnot simply utilised.<\/p>\n
Active consumer is co-creator, prosumer...<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n
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Excursus on (cultural) sociological methodology<\/h2><\/div>Cultural sociological praxeology (practice theory)<\/div><\/div>
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Excursus on (cultural) sociological methodology<\/b><\/p>\n
The praxeological square of cultural analysis<\/b><\/span> – Part 2: Materiality and Practices (Reckwitz ZfSoz 2003)\u00a0<\/span><\/p>\n
The emphasis on material processes to illuminate cultural processes is the hallmark of a praxeological approach.<\/i> <\/i><\/b>understanding of culture. <\/i>Material processes are practices, discourses, subjectivations and artefacts.\u00a0<\/span><\/i><\/b><\/span> These material processes produce, stabilise and refine the cultural, i.e. implicit, orders of knowledge.<\/i><\/p>\n The conceptual counterparts to material practice as the \"smallest unit of the social\" include<\/i><\/p>\n\n<\/i>system of norms and symbols that make up the social,\u00a0<\/span><\/i><\/span><\/li>\n<\/i>Discourse and communication, of which the social consists (Habermas' discourse theory, Luhmann's systems theory),<\/i><\/span><\/li>\n<\/i>Interaction and transaction, which could be used to define sociality (e.g. Berne's transactional analysis).<\/i><\/span><\/li>\n<\/ul>\n However, in contrast to traditional actor and action theories, the following applies to material practice theories<\/i> Practice<\/i><\/b><\/span> as <\/i>routinised nexus of doings and sayings <\/i><\/b><\/span>(Schatzki), which are held together by implicit knowledge and understanding.\u00a0<\/span><\/i><\/p>\nAs a practice, the<\/i><\/span> Practical experience in concrete handling<\/i><\/b>\u00a0<\/span><\/i><\/span><\/p>\n\n<\/i>with another person (=negotiation, negotiation process)<\/i><\/span><\/li>\n<\/i>with a tool (=handling, execution process)<\/i><\/span><\/li>\n