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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.
\nThe cultural sociological perspective appears to us as 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. the How<\/em> to the What<\/em> outline. This time it's about the praxeological approach that Reckwitz chooses for his social and cultural-theoretical observations.<\/em><\/strong><\/p>\n<\/h3>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>
I. Introduction<\/strong><\/h2>\nIn the course of the 20th century, at the end of the 1970s and the beginning of the 1980s to be precise, the industrialised, service-oriented economy of so-called organised modernity began to change fundamentally in the western industrialised nations. Since then, attempts have been made to describe and give a title to this change. Terms that emphasised knowledge and the increasingly dominant information technologies spoke of a Knowledge and information economy<\/i>what had grown up post-Fordistically. Since the 1990s, there has also been talk of a digital economy. In the tradition of Charles Taylor and others, Reckwitz emphasises the cultural aspect of economic activity. He speaks of a Aestheticisation and culturalisation of the economy<\/strong><\/em> – and thus by no means only of an extension of the economic approach to social thought and action, but initially of an extension of the culturalisation aspects. Economic activity was culturalised, aestheticised and later tended towards the singularisation tendency that we had previously pointed out in our institute designs.<\/p>\n<\/div><\/div>
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![](\"https:\/\/dev.inkovema.de\/wp-content\/uploads\/2021\/09\/Keynote-INKOVEMA-Postindustrielle-Gesellschaft.001-e1631996664906.jpeg\" "\\"Keynote")
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II Four characteristics of the aesthetic economy that distinguish it from Fordism\u00a0<\/span><\/b><\/h2>\n\n- In the aesthetic economy, innovations are by no means only demanded by the research and development departments in the organisations and thus assigned to the product, but by\u00a0 <\/span>all departments in the organisations: <\/span>Innovation becomes the core characteristic of the producer and the entire <\/i>Organisational practice, instead of just the product!<\/i><\/b><\/span> <\/i>Organisations must first constantly reinvent themselves in the aesthetic cultural economy, as it is well known that \"success is the first step towards failure\" (Steve Jobs)<\/i>– and the \"skills that got the organisation here yesterday will not be the skills that will take the organisation forward tomorrow\" (Elon Musk)<\/i>.\u00a0<\/span><\/span><\/li>\n
- The <\/span>Working practice<\/b><\/span> is becoming increasingly emotionally charged, must be fun and enjoyable, must make sense or at least be meaningful. The product and the production are aestheticised and should be sensual and emotional. (<\/span>aesthetic innovations<\/i><\/b><\/span>)<\/span><\/li>\n
- Accordingly, the <\/span>Motivational practice<\/b><\/span> and reactivates romanticised images of work and occupational models: work must be satisfying, and it is only satisfying if it is creative work. In the culturalised economy, employees can claim to be assigned creative work and everything repetitive, technical and repetitive is rejected as inhuman. This is not only post-romantic, but also fuelled by technological fascination. <\/span>Creative work is not only an end in itself, but should also bring about self-transformation.<\/i><\/b><\/span><\/li>\n
- Consumers <\/b><\/span>are recognised as <\/span>aesthetically orientated subjects<\/i><\/b><\/span> <\/i>who want more than mere utility or status consumption. They want to have sensual and affective experiences with the product, to have a bonding, romantic relationship with the producer that goes far beyond the utilitarian relationship. He becomes the subscriber and thus the friend of the company (company\/family). <\/span>creative subjects addressed<\/i><\/b><\/span>Consumers want <\/span>Lifestyle<\/i><\/b><\/span>instead of just a standard of living, which was still the main driver of the middle class society that achieved prosperity in the Fordist era.<\/span><\/li>\n<\/ul>\n<\/div>
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![](\"https:\/\/dev.inkovema.de\/wp-content\/uploads\/2021\/09\/Keynote-INKOVEMA-Postindustrielle-Gesellschaft.002.jpeg\" "\\"Keynote")
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