Akademik Veri Yönetim Sistemi
Nigerian Journal of Economic and Social Studies, cilt.67, sa.2, ss.225-251, 2025 (Scopus)
This study aims to conceptualize and define a new social phenomenon related to modern capitalist society. The fundamental idea motivating this study is that there exists a reality in contemporary modern capitalist society that is both pervasive and distinct yet has not been adequately expressed scientifically and comprehensively. The essence of this reality in today’s modern capitalist world is “Wannabe,” and the macro manifestation of this micro-action is the “Wannabe Society.” This study proposes a new societal analysis referred to as the Wannabe Society, examining society in four categories within the context of culture-property relations. According to this analysis, in a modern capitalist world manipulated by advertisements, promotions, displays, brochures, campaigns, mobile phone applications, and messages, individuals are pushed into a strong emulation position towards brands and glamorous lifestyles. This emulation produces different social strata at every level of culture. This social schema is conceived as a pyramid, with the “Modest Poors” at the bottom with the smallest population, followed by the “Wannabes” with the largest population, then the “Nouveau Riches” with a medium-sized population, and finally, the “Cultured Rich” at the top with a small population. It is believed that this simulation is applicable worldwide but can be more clearly observed in developing countries. Indeed, concrete data are primarily obtained from developing countries such as China and India. The study is conducted within an interpretive social science paradigm, and data are obtained through observation and literature review techniques.