Trend-Soziologismen

An excursive contentanalysis of the media suggests evidence of a strong and widespread public interest concerning sociological issues: the quest for social positioning, cultural and economic change or practical “tools” for management and marketing. But this public need for sociological explanation and consulting is only to a minot degree satisfied by professional sociologists. The majority of the media-released results are distributed by representatives of a profession named “trend-“ or “future-research”. A closer look at the work and publication-strategies of these consultants indicated that the most active protagonists like Matthias Horx not only claim to be “sociologists”, but undertake strong attacks against professional and academic sociology and social scientists. The claim to conduct authentic sociological research and using techniques of “social research” helps to legitimate the publication of the superficial results of this sociologistic research in newspapers, magazines, and media-websites. Thus for professional sociology the question arises what to fo and how to react. One strategy could repeat the practice of the so called “Third Culture” of the international science-community’s members who have started a widely renowned public discourse to meet public demands of being scientifically informed.