Klaipėdos universitetas

In the article there is analysed the significant historical period in Chile, when after overthrowing of the democratically elected socialist president S. Allende, and taking power by military Pinochet regime, for the first time in the world history there were created the enabling conditions for the reforms based on neoliberal ideas. The reforms in Chile are significant, because they became the political laboratory for the further modernization reforms in Latin America and the whole world. Together with Chicago university (by M. Friedman) educated Chilean economists there were begun to implement the programmes of privatisation, depolitization, deregulation and decentralization, there was devaluated national currency and significantly reformed the spheres of education, health and social policy. In the last part of the article the authors evaluate the present situation in Chile and the perspectives of its development.

In contemporary society the new organizational forms take pace, which enable individuums to form some kind of common identities by reaching consumers communities. Consumerism is the main feature of such communities, which may be called as certain “tribes” with their values and they develop as capitalist system deepens and widens. Postmodernism creates such cultural environment, which forms “tribal marketing” phenomena as mobilizing different groups for the more developed, clearly defined and specific consumption. The authors in the article seek to reveal the impact of postmodernist consumerism to the formation of “tribal marketing” and the development of this phenomena vice/versa.