THE PROBLEM OF RECONCILIATION OF NEW PUBLIC GOVERNANCE AND POSTMODERNISM: THE CONDITIONS OF RETURNING TO COMMUNITARIANISM
THE PROBLEM OF RECONCILIATION OF NEW PUBLIC GOVERNANCE AND POSTMODERNISM: THE CONDITIONS OF RETURNING TO COMMUNITARIANISM

Summary/Abstract: The article critically analyzes the relation of postmodernism and new public governance with regard to community development. The ethical ideals of the past in the period of postmodernism are extinct, and new ideals should replace them. However, the values of postmodern capitalism often do not allow them to be formed, not to talk about the fact that the very existence of the values in the postmodern period is questioned. The authors build some kind of bridge between the past communitarianism and contemporary sense of community in order to revive it. The authors are trying to answer the question why tribal marketing in its specific form as community is suitable for the new public governance. The authors answer that tribal marketing in its specific form as community is suitable for the new public governance due to its attitude towards community as active co- creators and due to the durability, historicism and immortality in the society provided by the brand and mobilization of its members in solving identity problems. Tribal marketing in new public governance could also help to solve the problem of shortage of community motivation systems, by using socio-psychological factors and the phenomenon of the competing tribes.

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