1. THE SYMBOLIC AND SOCIAL BUSINESS A. Fuat Fırat 2 nd International Biannual Social Business Conference 20. Ulusal Pazarlama Kongresi Anadolu University Eski ş ehir, Turkey

2. WHY ‘SOCIAL’ BUSINESS?

3. SYMBOLIC EXISTENCE THE SYMBOLIC IS THE SYSTEM OF IMAGES AND THE IMAGINARY THROUGH WHICH HUMANS RECOGNIZE, SIGNIFY, CONSTRUCT, AND COMMUNICATE THEIR WORLD

4. SYMBOLIC EXISTENCE IS A SEEKING FOR MEANING THE SYMBOL IS A SIGN THAT IS PURELY CULTURAL AND ARBITRARY THUS, MEANING IS INHERENTLY AND INFINITELY FORMABLE—IT CAN TAKE ANY FORM

5. INSTITUTION(S) ORGANIZING PRINCIPLE(S) CULTURAL IDEOLOGY HUMAN SUBJECTIVITY

6. TRADITIONAL SOCIETY SPIRITUAL CULTURE SPIRITUAL (RELIGIOUS) INSTITUTION HARMONY WITH UNIVERSAL FORCE(S) BELIEF SYSTEMS FAITHFUL ( BEING SUBJECT )

7. MODERN SOCIETY MATERIAL CULTURE STATE & THE MARKET DEMOCRACY, CIVILITY & VALUE LIBERALISM CITIZEN ( KNOWING SUBJECT )

8. CONTEMPORARY SOCIETY ICONOGRAPHIC CULTURE THE MARKET VALUE ( EXCHANGE VALUE ) NEO-LIBERALISM CONSUMER ( CHOICE MAKER )