Paulina Goch-Kenawy

Marketing w Praktyce

The conterporary culture, like never before, makes us face the Other, the different. With the use of diverse tools and strategies we are convinced to love and tame the Other. The Other as a subject, that does not fit into cultural and social norm, is the main subject of this analysis. For the purpouse of this analysis we define the Other as those individuals, who suffer from physical or mental defect, or otherwise are shown or described as deviating form social or cultural norm.
The Other – which in Freudian terminology may be referred to the „Uncanny” – is the one that raises our anxiety or even fear, due to its defect, disability, physical or mental deformation. Modern cultural patterns make us to include into our everyday existence the one, that up to now, raised our fear or uneasiness - accepting the 'Uncanny' or even falling in love with it.
In the presentation we are presenting why we have such a huge problem with accepting the Other – the „Uncanny” in our surroundings. Why do we feel uneasy looking at messages that touch the topic at a social forum. What does it mean for commercial companies? Because in many situations we are the Uncanny, not fitted into culturaly desireble image.