1. 1 Welcome To Rural Sociology 1000 Introduction to Rural Sociology Mary Grigsby Associate Professor of Rural Sociology Division of Applied Social Sciences

2. 2 Topics of Discussion Class Business Chintz and Shag http://www.pbs.org/peoplel ikeus/games/index.html http://www.pbs.org/peoplel ikeus/games/index.html Stratification Open and Closed Stratification Systems Ascribed and Achieved Characteristics Marx and Stratification Functionalist Perspective in Stratification Weaknesses of Functionalist Perspective

3. Firms make it difficult for people to reduce hours Cycle of work and spend Upscale “American Dream” 1980s and 1990s “The New Consumerism” competitive consumption 3 1. What has contributed to increased hours of work?

4. 2. What are the factors contributing to rising consumer desires? Rise of inequality with affluent being the group to emulate Media presents affluent as the average lifestyle Heavy television viewers have skewed view of the average lifestyle 4

5. 3. What are the big three in the Consumption competition? Why are they so central? Car, house, clothes If you are having a consumption competition you need to be able to see what is being competed about. Conspicuous consumption allows the comparison to be made easily 5

6. 4.What is the “aspirational gap” and what are the impacts of it? The gap between what people want and what they can affort. It has led to rising levels of debt without a safety net of savings by many people. A tax revolt against having to fund public goods is linked to the pressures of private consumption 6

7. 5. What are impacts of over consumption? Less time with families Too much stuff Environmental impacts Discarding material goods at a high rate Instead of a leisure society people feel pressure to work and spend 7

8. 6. How can people change the pattern of competitive consumption? Deconstruct the symbolic meanings of consumer goods-identities wrapped up in products Progressive consumption taxes-lower taxes or subsidize non-status labeled products Personal practices-For instance, stop reading fashion magazines, stop going to the mall Downshift consumption and work, adopt voluntary simplicity Flexible work hours-right to work less, better vacations 8

9. 9 Open and Closed Stratification Systems Closed Caste Systems People are ranked on the basis of traits over which they have no control Closed Caste Systems People are ranked on the basis of traits over which they have no control Open Class System People are ranked on the basis of merit, talent, ability, or past performance Open Class System People are ranked on the basis of merit, talent, ability, or past performance Social Stratification The systematic process by which people are divided into categories that are ranked on a scale of social worth Social Stratification The systematic process by which people are divided into categories that are ranked on a scale of social worth

10. 10 Social Categories Choice, Effort, Ability Acquired Intentionally Life Chances Life Chances From Birth Develop Over Time No Effort, No Fault Ascribed Characteristics Achieved Characteristics

11. 11 Class Structure in the U.S. Two Upper Classes 1. Upper Upper-Old Money 2. Lower Upper-New Money Three Middle Classes 1. Upper Middle-Professional 2. Middle Class-White Collar and Entrepreneurs 3. Working Class-Blue Collar Two Lower Classes 1. Upper Lower-Unskilled Laborers 2. Lower Lower-Socially and Economically Disadvantaged

12. A Contemporary View of the American Class Structure (Gilbert 2003) Class, Percent HouseholdsSource of Income Occupation of Main Earner Typical Education Privilege Classes Capitalist (1%)Investors, heirs executivesSelective college or university Upper-Middle (14%)Upper managers and professionals, medium-sized businesses College, often post-graduate study Majority Classes Middle (30%)Lower managers, semi- professional, non-retail sales workers At least some high school, often college Working (30%)Operatives, low-paid craftsmen, clerical workers, retail sales workers High school Lower Classes Working Poor (13%)Low wage service workers, laborers, low paid operative, clerical Some high school Underclass (12%)Unemployed or part-time, public assistance Some high school

13. Share of Aggregate Income http://www.census.gov/hhes/www/income/ data/historical/inequality/index.html http://www.census.gov/hhes/www/income/ data/historical/inequality/index.html 13

14. Share of Aggregate Income Received by Each Fifth and Top 5 Percent YearLowest Fifth Second Fifth Third Fifth Fourth Fifth Highest Fifth Top 5% 20093.48.614.623.250.321.7 20003.68.914.823.049.822.1 19903.89.615.924.046.618.5 19804.210.216.824.744.116.5 19704.110.817.424.543.316.6 14