This paper aims to analyze our society not from the viewpoint of informatization but consumerization and individualization of information. Our life is increasingly filled with information, but as Webster argues, describing our society as information society doesn't much help us understand its qualitative features. We should rather look into consumerization and individualization of information.
Capitalism forces consumers to buy commodities. Market was once mostly materialistic, but later capitalism has spread into more informational aspects of our life. This mechanism, which we call consumerization of information, helps us grasp the driving force of informational business.
Castells finds that "networked individualism" is the typical lifestyle of the network society. This suggests that information is not only being consumerized, but individualized. Beck's famous analysis of individualization reveals that it is not families or corporations but individuals that are taking charge of the course of their life. From the informational point of view, this means people are increasingly forced to act as players of game theory, where they calculate expected utility based on probabilistic information. Such orientation is the result of the mixture of consumerization and individualization of information. Evolutionary game theory, however, suggests that we human beings are not suited for such rational calculation but rather emotionally relate to other people.
Individualization may proceed in the future, but Beck and Beck-Gernsheim's theorization suggests that it is social differentiation into sub-systems that are driving individualization. If this is the case, consumerization of information should be limited to a certain degree, and multiple self would be the defining characteristics of the individualized society.
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