Trend of exaggerated expectations in consumer culture
The term hype culture refers to a cultural trend within contemporary consumer culture, that corresponds to the constant search of the last "big thing".[1] This phenomenon circulates around the concept of expectation,[2] more precisely it is characterized by an attitude of excessive and positive expectations that consumers attach to products, services or technological advancements which have yet to be released.
Hype is a term broadly used in common practice to describe over-exaggeration, distortion and unnecessary amplification of information associated with innovation;[3] hype culture could then be translated in "culture of the exaggeration". Hype culture does not only affect the target of hype practices, which is the final consumer buying the product after release, it has consequences also in establishing how producers and the media behave when innovative products or services are concerned.[1]
Hype culture is synonym with the desire for the last novelty. Novelty is considered as a central characteristic in contemporary consumer culture, especially to the dynamics of fashion in modernity as suggested by Georg Simmel.[4] Hype culture may also be related to conspicuous consumption, a concept proposed by Thorstein Veblen.[5] According to Veblen's theory, people consume conspicuously for two main reasons – the first one is to be recognized by their peers and the second one is to achieve a higher social status in society. Both elements reflect the culture and social or economic class in which the consumers reside.[6]
^ abSluis, Aline (2017). "The Hype Culture Epidemic". The Bagpipe.
^Massarella, Kate; et al. (2018). "REDD+, hype, hope and disappointment: The dynamics of expectations in conservation and development pilot projects". World Development. 109: 375–385. doi:10.1016/j.worlddev.2018.05.006.
^Vastermann, Peter L. M. (2005). "Media-Hype: Self reinforcing news waves, journalistic standards and the construction of social problems". European Journal of Communication. 20 (4): 508–530. doi:10.1177/0267323105058254.
^Simmel, Georg (1971). "Fashion". On Individuality and Social Forms. Chicago: Chicago University Press. pp. 324–39. ISBN 0-226-75775-7.
^Veblen, Thorstein (1899). The theory of the Leisure Class. London: MacMillian. OCLC 1995408.
^Sassatelli, Roberta (2007). Consumer culture: History, theory and politics. Sage. ISBN 978-1-4129-1180-1.
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