Styles of Life 2.0. On the Genesis and Structure of Lateral Sociation

F. Tenbruck的横向交往概念（querläufige Vergesellschaftung）指的是社会学的可能性和概率，即历史上多种交往过程在所有可能性中都是现有文化和社会及其内部结构的特征。该研究项目通过从横向交往过程的多方面光谱中观察有限但中心的部分来分析目前的情况。所调查的当代生活方式形成和风格化实践的特点是将媒体作为表达形式的常规结合，因此在当地和媒体驱动的活动中心或场所之间存在着明显的联系，在某些情况下甚至是全球媒体。我们的研究是基于最初的观察或基本假设（遵循G. Simmel），即个人风格形成的媒介化和风格化实践导致社会动态和生活方式作为一种基于界限的社会形式的社会意义的明显变化。由于这些变化并非源于相关媒体的内在逻辑，而是源于媒体设施与社会行动的相互依存，因此本研究项目被刻意设计为重构（基于分析个案）和系统类型化（比较个案）。在分析民族志和媒体案例研究的框架内，a .施特劳斯的场地概念(1)被应用于确定风格社区的社会格式塔如何在将地方和媒体活动中心结合在一起的过程中发生变化（分析的社会形态维度）。重点放在(2)识别媒体文化的不同社会道德形式和策略，这些形式和策略阐明并保持对生活的不同态度，包括那些与实际的日常行动义务和行为的制度期望（分析的政治维度）背道而驰的态度。最后，(3)研究了塑造形象的新技术和视觉习语的起源，以及在日常生活的制度结构中或邻近的单独确证顺序的形成（分析的互动和识别理论维度）。上述项目的大纲和方向意味着它不仅有助于(a)生活方式的社会学和(b)对媒体化的社会过程的分析，而且(c)对社会结构发展的理解：全球媒体系统朝着社会整合的功能取向的假设（地球村假设）与相对创新过程的起源以及自我和他人相互边缘化的星座的问题（与文化社会学和知识社会学有关的问题）形成对比。

F. Tenbruck's concept of lateral sociation (querläufige Vergesellschaftung) refers to the sociological possibility and probability that manifold sociation processes have, in all likelihood throughout history, been a feature of existing cultures and societies and their internal structures. The research project analyses the current situation by looking at a limited but central section taken from the multifaceted spectrum of lateral sociation processes. The contemporary lifestyle formations and stylisation practices investigated are characterised by the routine incorporation of media as forms of expression and hence by a marked link between local and media-driven centres of activity, or sites, and under certain circumstances even those of the global media. Our research is guided by the initial observation or basic assumption (following on from G. Simmel) that mediatisation of personal style formations and stylisation practices leads to clear changes in social dynamics and the social significance of lifestyle as a form of sociation based on delimitation. As such changes do not already stem from the internal logic of the media in question, but rather arise from the interdependence of media facilities and social action, the research project is deliberately designed to be reconstructive (based on analysing individual cases) and systematically typifying (comparing cases). Within a framework of analysing ethnographic and media case studies, A. Strauss's site concept (1) is applied to determine how the social gestalt of style communities changes in the process of binding together local and media centres of activity (the socio-morphological dimension of analysis). Focus is placed on (2) the identification of different socio-moral forms and strategies of media culture which articulate and maintain distinct attitudes to life, including those which run counter to pragmatic everyday obligations to act and institutional expectations of behaviour (the political dimension of analysis). Finally, (3) the genesis of new technologies and visual idioms of cultivating an image are to be investigated, as well as the formulation of separate corroboration orders in the middle of or adjacent to the institutional structures of everyday life (the interaction and recognition theory dimension of analysis). The outline and orientation of the project detailed above means that it will contribute not merely towards (a) the sociology of lifestyles and (b) the analysis of social processes of mediatisation, but also (c) an understanding of social structural developments: the assumption of a functional orientation of global media systems towards social integration (the global village hypothesis) is contrasted with the issue (one that relates both to the sociology of culture and that of knowledge) of the genesis of relatively innovatory processes and constellations of reciprocal marginalisation of the self and others.