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What is Post-Modern Tribes

Chapter 163
Encyclopedia of Networked and Virtual Organizations
Virtual or physical communities people use to build their own identities in new possible worlds, where everyone can become what she longs to be (see e.g., Maffesoli, 1996).
Published in Chapter:
Post-Modern Tribes as a Marketing Tool
Laura A. Ripamonti (Università degli Studi di Milano, Italy) and Armando Cirrincione (Università Bocconi, Italy)
Copyright: © 2008 |Pages: 7
DOI: 10.4018/978-1-59904-885-7.ch163
Abstract
In 1994, Peters (1994) claimed that we are experiencing crazy times and that calls for crazy organizations. As a matter of fact, we are embedded into a complex and “transitional” historical phase, that philosophers and social scientists define “post-modernity.” This phase is characterized by a progressive skepticism towards the exasperated individualism generated by the liberation movements and towards the rationalism of the modern period. This shifting of perspective does not crystallize in any specific movement, but, on the contrary, it is a mosaic composed by a plurality of different ideologies.
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