Referring to the fields of sociology and cultural sociology aims to build up a critical approach and make deeper analysis of the phenomenon of personalization. The analysis of modern world by Zygmunt Bauman draws attention to the rampant individualization in conditions of liquid modern world. In this modern structure of society, based on atomistic individualism, the phenomenon of personalization is formed, becomes relevant and widely adaptable. The structure of society has become atomistic – we became “a society of individuals”. The changing structure of society has a direct impact on design discourse. The aim of this article – to identify the phenomena that led to changes in society and the individual, and structured the demand and the trend of personalization. The atomistic individualism of modern self, emotional capitalism and the triumph of psychological discourse in Western civilization had an impact on design field and describe the complexities, tensions and even contradictions that are inherent in the phenomenon of personalization.

Article in: Lithuanian

Article published: 2017-05-09