Service dominant logic pdf


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This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. In Marxist philosophy, the term dominant ideology denotes the attitudes, beliefs, values, and morals shared by the majority of the people in a given society.

As a mechanism of social control, the dominant ideology frames how the majority of the population thinks about the nature of society, their place in society, and their connection to a social class. In a capitalist, bourgeois society, Marxist revolutionary praxis seeks to achieve the social and political circumstances that render the ruling class as politically illegitimate, as such, it is requisite for the successful deposition of the capitalist system of production.

Social control exercised and effected by means of the ideological manipulation of aspects of the common culture of a society — religion and politics, culture and economy, etc. Age of Enlightenment, in the 18th century. Such a method of social control conceptually derived from the Noble Lie, proposed by Plato, which was required for the social stability of a republic composed of three social classes. While all of you, in the city, are brothers, we will say in our tale, yet god, in fashioning those of you who are fitted to hold rule, mingled gold in their generation, for which reason they are the most precious — but in the helpers, silver, and iron and brass in the farmers and other craftsmen.

And, as you are all akin, though for the most part you will breed after your kinds, it may sometimes happen that a golden father would beget a silver son, and that a golden offspring would come from a silver sire, and that the rest would, in like manner, be born of one another. So that the first and chief injunction that the god lays upon the rulers is that of nothing else are they to be such careful guardians, and so intently observant as of the intermixture of these metals in the souls of their offspring, and if sons are born to them with an infusion of brass or iron they shall by no means give way to pity in their treatment of them, but shall assign to each the status due to his nature and thrust them out among the artisans or the farmers. And again, if from these there is born a son with unexpected gold or silver in his composition they shall honor such and bid them go up higher, some to the office of guardian, some to the assistanceship, alleging that there is an oracle that the city shall then be overthrown when the man of iron or brass is its guardian. Ideology spontaneously originates in every social class of a society, as an expression of the existing material structure of the given society.

Hence, the content of the reportage of a newspaper is determined, not by the socio-economic and political prejudices of the publisher, but by the societal status quo, the fixed social narrative that is believed by the publisher and by the readers of the newspaper. In organising as trade unions, the working class experience and express a different type of social relation within a capitalist society, because such an ideological perspective challenges the intellectual and social legitimacy of capitalism, by questioning the validity of how society is organised, and thus how it functions.