Consumerism

Explain the main topics of Bauman's theory on Consumption. Which are the main consequences of consumption on individuals?

- a means to create individual identity and social cohesion, and as a cause of social division as well -Consumption is an individual and apolitical activity that divides society into THE SEDUCED and THE REPRESSED.

Definition of "Commodification of the consumer" and "Humanization of the product" (provide with examples).

-A commodification of personality: "you are the car you drive and, therefore, without the car you are not 'you'" -A transformation of a product into a type of person: different cars are associated with different moods or attitudes, BMW = success, sexiness, virility...; Renault (ex: Clio) = feminine, seductive....

About Thorstein Veblen's theory: explain the notions of "Conspicuous Consumption", "accumulation" and "invidious comparison". How are they interrelated?

-Conspicuous consumption denotes the act of buying many things, especially expensive things, that are not necessary to one's life, done in a way that will make people notice the purchase -the power conferred by wealth affords a motive to accumulation -invidious comparison-a process of valuation of persons in respect of worth-> motive of accumulating wealth

Explain the main thesis of Walter Benjamin's theory on Consumption

-Consumption has been created as the own dream of modern world from which the modern world needs to "wake up"

Explain the main topics of Bourdieu's theory on Consumption. Why is Bourdieu interested in "taste"?

-Taste classifies, and it classifies the classifier Taste is a marker of class position

"Brand is inside the mind of the consumer". What does it mean? Explain it, also giving two examples of products or goods or commodities according to your own consumer experience.

-advertising and marketing strategies work on BRANDING in order to create a strict relation between the company and (possibly) each single consumer, who is seen more and more as a person and less as a buyer or a customer only. -An example would be Spotify creating individual playlists

Explain the role played by Cultural Intermediaries and Cultural Capital in Bourdieu's theory.

-cultural intermediaries play a political role: they support a inner cultural system, defining what is "in" and what is "out" in matter of taste -CULTURAL CAPITAL: a key mechanism in the maintenance of social status and position; a wide range of attitudes, of behaviors owned by middle class

"Consumer society"

-refers to the individual dimension -consumption = cultural/social function -Individual uses consumption as a relevant self-fulfillment element

Which are the 5 dimensions to the meanings of modern consumption in relation to contemporary perceptions of the consumer? Give a short definition of each of these 5 dimensions.

1. consumer as king- active, rational, critical 2. consumer as victim- out of control, shopaholic 3. consumer as criminal- moral dimension 4. consumer as anti consumer- boycotts, consume another product 5. consumer as voyeur- pleasure in consumption

explain why McKendrick argues that Consumption springs from economics. Which are the main concepts and issues of his theory?

Economic prosperity of england in the 18th century allowed for goods to be consumed by more social classes. Beginning of mass consumption Goods at ones disposal = indication of social standing -> people want to consume goods associated with a higher status Historical Period: 18th Century Key consuming class: Middle Class Key consuming Gender: Women How consumption spread: Advertising and marketing- emulation of upper class taste

In what sense Veblen talks about Conspicuous consumption? Explain it

Leisure is the crucial concept of his analysis: leisure becomes a monetary status Consumption practices are often linked to questions of extravagance and perceived having high status, since they are a waste of time and money. It takes to Conspicuous Consumption

Bauman argues that Advertising is a force that constructs the consumer. Write your comments and thoughts about this perspective.

Many times advertising can make consumers aware of a need they didn't know they had. For example you see a shampoo AD where the girls hair is long and silky and shiny. You aren't out of shampoo, but your hair isn't as nice as hers so you develop a need for it and a desire to buy the product. I think Bauman is correct when saying Advertising constructs the customer as it can control their thought process and desires.

Explain the main thesis of Early Marxists perspectives about Consumer society.

Marxism neglects social and cultural factors in favor of economic and political factors: high attention to the role of production and low attention to the role of consumption

explain why McKracken argues that Consumption springs from politics. Which are the main concepts and issues of his theory?

Politics in Elizabethen society caused a shift from passing down objects to carry on a legacy to buying objects out of need and to show wealth Historical Period: 16th Century Key consuming class: Aristocratic Elite Key consuming Gender: Male How consumption spread: competitive emulation at court

Simmel and his point of view on Consumption. Explain it.

Relationship between human subject and objective world of commodity Increasing objectification and commodification of human life: this leads to a state of semi-consciousness, and this provokes a social and psychological struggle Consumption becomes a primary place through which that struggle is played out Metropolitan life, philosophy of money and study on fashion are the 3 dimensions of this perspective The deepest problem of modern life derives from the claim of individual to preserve the autonomy and individuality of his existence in the face of overwhelming social forces, of historical heritage, of external culture, and of the technique of life -In consumption: imitation acts as a form of social adaptation or confirmation, while differentiation acts as a form of individual separation or distinction

According to Campbell, what are the main distinctions between traditional hedonism and modern hedonism? What does Campbell say about the power of imagination owned by the modern hedonist?

Traditional Hedonism- search for pleasure tied to specific practices, pleasure tied to sensations, emotions not under control of the subject, pleasure derived from control of objects and events Modern hedonism- search for pleasure in any and all experiences, pleasure tied to emotions, emotions controlled by subject, pleasure derived from controlling the meaning of emotions and events modern pleasure seeker can find pleasure in almost anything

explain why Campbell argues that Consumption springs from the heart (Romanticism). Which are the main concepts and issues of his theory?

We want to want, we desire to desire we want new things in an endless pattern of discontent Historical Period: Late 18th - 19th Century Key consuming class: Middle class, increasingly working classes Key consuming Gender: Woman How consumption spread: Novels and increasing literacy

Why is Freedom a relevant concept in Bauman's theory on Consumption?

ndividual freedom and the freedom of the market become "illusions" of capitalism: freedom is related to choice; but choice can't be a fully aware or free process, since capitalism and consumption control individuals.

What are the PEST factors? To which context do they refer? Which is the 5th category that has to be added to PEST factors? Explain what Marketing Mix strategy is.

political, economic, social, technological factors plus a 5th category that are ecological factors.

consuming society

refers to the societal dimension consumption = economic function