In our post-modern society, companies in the technology sector are at the center of a collective ritual of tattoos and special hairstyles. The amount of images and videos collected on the web constitute a fundamental element of the ritual itself: the sharing.
This digital tribalism is investigated with a sociological slant beyond the easy temptation to dismiss it as mere fanaticism. The neotribalism that moves on the web reflects the crisis of institutions and traditional identities as well as the intolerance to the lack of a community and offline social bond. In the absence of this, to consolidate the social relationship there is no other common basis than consumer goods, in fact, they are the latter together with the media to produce the collective imagination today. But on this basis, this attempt to re-establish a community-type social bond by resisting post-modern dynamics, ends up by commercializing even more the relations between individuals, subjecting them to brand mediation. Brands acquire a totemic function, they become a substitute of religions and individuals remain “mass hermits”.

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Enrico Dedin