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This paper presents a new situation in terms of human relations. Nowadays, the new technology changes our way of communicating and relating. UAICCrush is a Facebook page which exemplifies this kind of situation. Our research analysed the exchange of messages through this page. As a result, we developed a typology of the Internet users who send messages in order to be published on the page (the dreamer, the undecided, the sarcastic, the charming, the detached and the pragmatic). Also, we established a quantitative description of the page activity during the analysed period. This (micro)research opens future directions for scientists interested in the effects of virtual interactions between people.

Purpose The purpose of this paper is to explore the tendencies of liquid consumption in Muslim communities and analyse its impact on Muslims’ consumption practices from the holistic perspective. Liquid consumption refers to a transient and less-materialised mode of consumption that requires both minimal attachment to possessions and hybrid ownership. Design/methodology/approach This is a conceptual paper that is based on the distinction between Islam as a holistic perspective and Islamic practice as it is applied in different contexts and situations. The Continual Drift Adjustment (CDA) framework of Muslim consumers’ behaviour is developed to be deployed as an analysis framework. Findings The CDA framework maintains that some problematic cases of Muslim consumption behaviours indicate the drift towards disbalance. Depending on their nature, liquid consumption practices can have different impacts on the drift. Liquid consumption practices underscored by instrumental dissemblance, intellectual insecurity and spiritual scepticism intensify the drift, whereas the incorporation of spiritual sincerity, faithful submission and existential gratefulness into practices and behaviour helps to attenuate the drift. Research limitations/implications This research contributes to the theory of liquid consumption by incorporating the religious perspective. Liquid consumption in Islam is a complex area of research, specifically considering the ambivalent meanings of liquidity in Islamic thought. Practical implications Marketers of liquid consumption solutions must be aware of these offerings’ double-edged impact on the well-being of Muslim communities. Muslim consumers should be guided towards spiritual sincerity, faithful submission and existential gratefulness in the best way possible, although it must be noted that the customary techniques of marketing would lean towards stimulating the disbalance. Originality/value This research is unique because it deals with a topic that has not been researched in the Islamic marketing discipline to this date.

ABSTRACT The aim of this article is to discuss the early academic career experiences of accounting teacher-researchers belonging to Generations Y and Z in the light of Liquid Modernity. Accounting careers have been studied from a biological, linear and traditional perspective. This study extends this view by placing it in a non-linear perspective for subjects belonging to Generations Y and Z, immersed in Liquid Modernity. This investigation, therefore, represents a contemporary research approach and allows the construction of explanations for the transformation of the social landscape of a profession. Changes in the configuration of a profession occur through contextual changes. In this process, the liquidity discussed by Bauman (2001) makes it possible to explain the scope and evolution of the public and private lives of individuals belonging to Generations Y and Z at the beginning of their academic careers in accounting, in terms of the construction of their professional trajectories and their projects in socio-academic spaces. The research presents a systematization of elements of Liquid Modernity to explain the academic career in accounting from a non-linear perspective. It also provides the practical field with an explicit mapping of the activities to be practiced in an academic career in accounting and the position of Generations Y and Z in relation to them. The research is qualitative and is based on semi-structured interviews with 16 teachers belonging to Generations Y and Z. After the interviews were conducted, they were transcribed and processed using the template analysis technique to build evidence. The experiences of Generations Y and Z at the beginning of their academic careers in accounting present explanations inscribed in Liquid Modernity. The results show that the experiences are supported by the interpersonal, demographic and professional teaching dimensions. RESUMO Este artigo teve por objetivo discutir as experiências do início da carreira acadêmica de docentes-pesquisadores em contabilidade pertencentes às gerações Y e Z à luz da Modernidade Líquida. As carreiras em contabilidade são tratadas nos estudos sob uma perspectiva biológica, linear e tradicional. Neste estudo, amplia-se essa visão, uma vez que este a posiciona em uma perspectiva não linear para os sujeitos pertencentes às gerações Y e Z imersos na Modernidade Líquida. Assim, esta investigação mostra-se como uma abordagem contemporânea de pesquisa e possibilita a construção de explicações para a transformação da paisagem social de uma profissão. A alteração da configuração de uma profissão ocorre por meio de mudanças contextuais. Nesse processo, a liquidez discutida por Bauman (2001) permite explicar o escopo e o desenvolvimento da vida pública e privada dos sujeitos pertencentes às gerações Y e Z no início da carreira acadêmica na contabilidade, em termos de construção de sua trajetória profissional e seus projetos nos espaços socioacadêmicos. A pesquisa apresenta uma sistematização de elementos da Modernidade Líquida para explicar a carreira acadêmica em contabilidade sob uma perspectiva não linear. Além disso, disponibiliza para o campo prático de um mapeamento explícito das atividades a serem praticadas na carreira acadêmica em contabilidade e o posicionamento das gerações Y e Z sobre essas. A pesquisa é qualitativa e foi construída a partir de entrevistas semiestruturadas com 16 professores pertencentes às gerações Y e Z. Após a realização das entrevistas, essas foram transcritas e tratadas por meio da técnica de template analysis para a construção de evidências. As experiências do início da carreira acadêmica em contabilidade dos pertencentes às gerações Y e Z apresentam explicações inscritas na Modernidade Líquida. Os resultados mostram que as experiências são amparadas nas dimensões interpessoal, demográfica e de ensino profissional.

The article looks at the possibilities for the sociology of theatre in an era of liquid modernity (Bauman), uncertainty, and individualism. Namely, the fields of research proposed by G. Gurvitch in the 1950s, J. Duvignaud in the 1960s, and M. Shevtsova and P. Pavis in the 1990s remain relevant today. However, sociology of theatre must engage in a dialogue with cultural studies (R. Williams, S. Hall), critical social theory (T. W. Adorno), gender and sexuality studies (J. Dolan), postcolonial studies (E. Said/G. Spivak), race studies (H. Young), reception studies (H. R. Jauss), and the renewed semiotic of Fischer-Lichte in the aesthetics of the performative. By taking these steps, the sociology of theatre can provide insights into the dynamic relationship between theatre and society.

An apartment in the center of the metropolis, a woman living in this apartment and a cat sound that no one can hear, only the woman can hear. In the film Zuhal; the loneliness, burnout, fatigue and alienation of urban individuals are conveyed effectively with these few elements. In addition, each character in the film, which tells the stories of not only Zuhal but also her neighbors, offers an example of the metropolitan type personality. These exhausted and tired urban individuals live a life far from their inner world, alienated from themselves and their surroundings. This study focuses on the individual living in today's cities, using sociological and feminist analysis methods through the film Zuhal (2021). Present-day’s individual lives in Bauman’s “liquid modernity” which is quite different than Simmel’s “the metropolitan individual”. According to Han, an individual in present-day’s “achievement society” that is dominated by speed and positivity in late modern era, grapples with psychological problems such as depression, attention deficit, hyperactivity and burnout syndrome. Furthermore, being a woman in this society brings additional challenges to the individual. The film’s protagonist, Zuhal, is in such a psychological state; she is distant from herself, alienated from others including herself, worn, exhausted and tired. Through the study, it is emphasized that the psychological state that urban individual experiences is a consequence of the social structure rather than being an individual one.

Main task of the paper is to recall sociologist and philosopher – Zygmunt Bauman’s observations and concepts on the fears, anxieties, and uncertainties that appear in the modern world. Main focus was directed to Europe as Bauman was particularly concerned about its future and its role in the global society. The paper is illustrated using current examples from political, social, and economic life to confirm and/or negate Bauman’s concepts. We ask: are fears stable or changeable? Are they stronger or weaker? Are they constant, coming to an end, or are they replaced by new ones? Additionally, we confront Bauman’s concepts with the ideas of other sociologists who applied the interpretative perspective. We define fear following Bauman’s various proposals, and we distinguish many kinds of fears, giving examples from Western societies and socio-economic realities during the time of globalization. We refer to a few relevant sociological concepts to understand Bauman’s view better, e.g. the strategy of detour or the term of generalized other. In conclusions, we state that most fears remain the same (especially ontological ones). However, in the 21st century, we can observe the emergence of new ones (also artificial ones).

We live in a historic period of heightened and intersecting uncertainties. This article draws on Bauman’s (2012) metaphor of ‘liquid modernity’ to discuss the precariousness of family lives and child and family welfare provision in the context of austerity politics in contemporary England, before going on to consider the implications for research and researchers. Contexts of constant uncertainty have ethical and methodological implications for family research, particularly for studies concerned with services for children and families. When precarisation is an instrument of government, we need approaches to understanding ‘what works’ that are fit for liquid modern times: engaging with the complex contingencies of child and family lives and of the systems and services that they encounter, and actively resisting individualising and deficit-focused narratives in the study of child and family welfare. I focus my reflections on England because it is where I live and work, but the considerations I discuss have relevance for any context where the erosion of welfare provision coincides with growing inequality for children and families.

Existing scholarly work on corporate social responsibility (CSR) frequently emphasizes either normative/ethical claims about social progress or instrumental/strategic claims about corporate effectiveness, yet less often acknowledges the moral conditions of those undertaking CSR within a specific cultural context. In this paper, we draw attention to the social conditions in which CSR takes place and the related ethics of the subjects that must enact it. Our approach is to document the lived experiences of practitioners in Romania, a post-communist society. Drawing from fifty-three depth interviews with both corporate responsibility practitioners, and managers in non-profit organizations who together work on CSR projects, we describe their experiences of the social and organizational environment, the CSR practices that are undertaken in this context, and the intended and unintended consequences of such work. Using Bauman's theorization of ethics, including adiaphora and moral distancing, and Borfun's interpretation of Romanianness, we then theorize liquid CSR as an ambivalence between adiaphoric practice (instrumental morality, careerism and self-interest) and the moral impulse to do good, resulting in both intended (short-term promotion and competitive victimhood) and unintended consequences (a potential for corruption and collateral beneficiaries).

In this paper, I explore how Chinese culture and transcultural identity come together for second-generation youths with mixed Chinese and German heritage in the context of family upbringings. In doing so, I draw on the notions of ‘liquid modernity’ (Bauman, 2000), ‘trans-positioning’ (Li & Lee, 2023), and the ‘transcultural flow’ (Pennycook, 2007). I focus on how second-generation youths reconstruct, protest, and negotiate transcultural identity via digital interactions and social media spaces. I also investigate (a) how Chinese culture is passed on to a second generation with mixed Chinese and German heritages through digitalisation in three transnational and transcultural families and (b) how the liquidity of identity is constructed during the trans-positioning process in which an individual youth is ‘unlocating oneself – not dislocating’ (Li & Lee, 2023, p. 5). The data presented in this paper are derived from a wider ethnographic study about different facets of transcultural families.

In this paper, two World Heritage island destinations are compared, Gotland in the Baltic and Rapa Nui in the Pacific. Both islands deal with a growing number of tourists, which asks for rethinking of tourism development. As cultural heritage plays a major role in tourism for both destinations, it is especially important to look into sustainable cultural tourism development from the perspective of authenticity. The paper is based on a variety of materials and takes an innovative approach to methods through a student–staff collaboration. The data show that social acceptance of tourism by local communities on both islands could be achieved through the creation of authentic experiences. Furthermore, data show that it is rather potent to engage both locals and tourists in modernized authentic experiences. However, this can only be done if locals are empowered and are genuinely allowed to steer the development of tourism.