Post-Modern Tribes as a Marketing Tool

the contrary, it is a mosaic composed by a plurality of different ideologies. At any rate, at least two major forces are dominating the scene of the change: a strong, diffused commitment toward the re-composition of a fragmented society, and a general collapse of reality, which becomes more and more merely illusion and image. This implies, on one hand, the rise of a new kind of “tribes” or communities and, on the other, an increasing power of the hyperreality. Both phenomena are fostered and supported in their new expressions by the ICT (information and communication technology). Consequences of this silent revolution should no longer be underestimated, since they are producing new business models (among which one of the most investigated is the open source