Das Außergewöhnliche als Gemeinschaftserlebnis – Events als moderne Rituale im Spannungsfeld zwischen Zugehörigkeitssuche und Distinktionsbedürfnis

This study deals sociologically with Wine Events. On the one hand we focuse the event as a social situation of increasing significance. On the other hand we look at it´s function for the participants of the event. Theoretical Frame: Conversion Relation to Event and Society 1 Consequences of Modernization: The Disappearance of the Ritual 1.1 The Relation of Society and Event in the Pre-modern period 1.1.1 Sociology of the Pre-modern Period 1.1.2 The Ritual as „Functional Event“ 1.2 Form Communitization to Association 1.3 Class, Condition und Milieu 1.3.1 Class und Condition 1.3.2 Consumption of Wine 1.4 Cultural Consequences and Change of Values 1.4.1 Ingleharts „Silent Revolution“ 1.4.2 Riesmans „The lonely crowd“ 1.4.3 Schulzes „Event Society“ 1.4.4 Summary: Secondary Consumption Goals and Produced Events 2 Communitization in Modern Time: Communication and Interaction as Key Category 2.1 A changed View on Communication 2.1.1 Theory of Action 2.1.2 Theory of Information 2.1.3 Theory of Society 2.1.4 Identity 2.2 The Commercialization of Lifeworld 2.2.1 Socialization 2.2.2 Gestures and Symbols – The Influence of Brand Communication on Socialization and Identity 2.2.3 Common Sense und Selection – Consumer Choice a Symbolic Interactionism view 2.2.4 Between Common Sense und Selection: Social Cognition 3 Current Theoretical Views on Events 3.1 Form a Consumerism View of Consumer Behavior.... 3.2 ... to Event-Marceting 3.3 Sociological Views:Events as New Way of Communitization 3.3.1 Neo-Tribalism and Scenes 3.3.2 Hitzlers Concept of „Crafted Identity“ 4 Summary and theoretical view on Events Methodological base: Grounded Theory Qualitative vs. Quantitative Research Form Text to Theory: Grounded Theory Display and Explanation of Characteristics and Principals of the Grounded Theory Methodology Collection of Data Material Analysis of Data Material and Coding of Data Theoretical Sampling Systematical Theory Development Empirical Approach Coding 5 Evaluation: the Value of Events 5.1 Introduction of Core Categories 5.2 Message 5.2.1 Objective and secondary Knowledge 5.2.1.1 Objective Knowledge of Wine 5.2.1.2 Secondary Knowledge of Wine 5.3 Functional Value of Events 5.3.1 Presenter and Transmitter 5.3.2 Recipient 5.3.3 Summary Functional Value 5.4 Inner-directed Value des Events 5.4.1 Tradition 5.4.2 Trend 5.4.3 Luxury 5.4.4 Organic und Fair Trade 5.4.5 Summary inner-directed Value 5.5 Other-directed Value 5.5.1 The Construction of Problems 5.5.2 Distinction 5.5.3 Experience 5.5.4 Inner Circle 5.5.5 Investment 5.5.6 Summary Other-directed Value