David Riesman

David Riesman was an American sociologist and author known for his influential work in the mid-20th century. His most famous book, "The Lonely Crowd" (1950), explores how societal changes affect individual behavior and identity. Riesman distinguished between different types of social characters—such as the "tradition-directed," "inner-directed," and "other-directed"—highlighting how modern individuals often base their self-worth on the opinions and expectations of others. His ideas contributed significantly to understanding consumer culture and social behavior in contemporary society, emphasizing the shift from community-centered values to a more individualistic and interconnected world.