Page 105 - Faganel, Armand, in Vera Fois. 2018. Dizajnerska kultura in nagrada za oblikovalske dosežke. Koper: Založba Univerze na Primorskem.
P. 105
Summary
Modern society is complex, intensive and above all a society of images
and consumerism. This complex social environment is made up of in-
dividuals, companies and various institutions. The definition of our en-
vironment is large and derives from various social and economic disci-
plines, but it is common for everyone to define terms today, such as rapid
changes, informatization and globalization, which Bauman (2004) ex-
plains and argues when he says that our lives are permeated with glob-
al processes.
In order to maintain their competitiveness and remain on the mar-
ket, companies need to adapt quickly and look for new ways in which
to produce products and services and how to market them. Cameron et
al. (2006, 9) say that the lifetime of almost any technology on the plan-
et is short, mostly less than six months. The same authors stress that it is
necessary to ask leaders of Microsoft, Amazon and other companies that
quickly adapt services and products to the needs of fast-changing mar-
kets, how they manage to remain leaders in their fields. It thus shows that
those who are slow and too conservative in development of new products
will be left behind.
Therefore, we need to highlight the environment in which we act as
individuals, both producers and consumers. This environment is not just
an “empty environment” that we fill with images, truths and ideas, it is a
culture that Kneževič (2014, 21) does not understand as the advancement
of civilization, but as a “shaped and experienced idea of the truth with-
in society”. Idea of the truth that is being constantly checked and ques-
Modern society is complex, intensive and above all a society of images
and consumerism. This complex social environment is made up of in-
dividuals, companies and various institutions. The definition of our en-
vironment is large and derives from various social and economic disci-
plines, but it is common for everyone to define terms today, such as rapid
changes, informatization and globalization, which Bauman (2004) ex-
plains and argues when he says that our lives are permeated with glob-
al processes.
In order to maintain their competitiveness and remain on the mar-
ket, companies need to adapt quickly and look for new ways in which
to produce products and services and how to market them. Cameron et
al. (2006, 9) say that the lifetime of almost any technology on the plan-
et is short, mostly less than six months. The same authors stress that it is
necessary to ask leaders of Microsoft, Amazon and other companies that
quickly adapt services and products to the needs of fast-changing mar-
kets, how they manage to remain leaders in their fields. It thus shows that
those who are slow and too conservative in development of new products
will be left behind.
Therefore, we need to highlight the environment in which we act as
individuals, both producers and consumers. This environment is not just
an “empty environment” that we fill with images, truths and ideas, it is a
culture that Kneževič (2014, 21) does not understand as the advancement
of civilization, but as a “shaped and experienced idea of the truth with-
in society”. Idea of the truth that is being constantly checked and ques-
