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

F.Tenbruck的横向交往概念(Querläufige Vergesellschaftung)指的是社会学上的可能性和可能性，即在整个历史上，多种交往过程极有可能成为现有文化和社会及其内部结构的一个特征。该研究项目通过从横向关联过程的多方面频谱中选取有限但核心的部分来分析当前的情况。所调查的当代生活方式和风格化做法的特点是将媒体作为表现形式的例行公事，因此具有地方和媒体驱动的活动中心或场所之间的明显联系，在某些情况下甚至是全球媒体的活动中心或场所。我们的研究是由最初的观察或基本假设(继承自G.西梅尔)指导的，即个人风格形成和风格实践的中介化导致社会动态和生活方式作为一种基于分界的社交形式的社会意义的明显变化。由于这些变化并不是源于有关媒体的内在逻辑，而是源于媒体设施和社会行动的相互依存关系，因此，该研究项目被刻意设计为具有重建性(基于对个别案例的分析)和系统地类型化(比较案例)。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)被用来确定风格社区的社会格式塔在将地方和媒体活动中心联系在一起的过程中如何变化(分析的社会形态维度)。重点放在(2)确定媒体文化的不同社会道德形式和战略，这些形式和战略阐明并保持对生活的独特态度，包括那些与日常行动的务实义务和对行为的制度期望(分析的政治层面)背道而驰的形式和战略。最后，(3)研究新技术和视觉习语的起源，以及在日常生活的制度结构(分析的相互作用和认知理论维度)中间或邻近的单独的佐证顺序的形成。上文详述的该项目的大纲和方向意味着它不仅将有助于(A)生活方式社会学和(B)对中介化的社会进程的分析，而且还将有助于(C)对社会结构发展的理解：全球媒体系统面向社会一体化的功能定位的假设(地球村假设)与自我和他人相互边缘化的相对创新过程和星座的起源的问题(既涉及文化社会学又涉及知识社会学)形成鲜明对比。

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.