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

2. Topics of Discussion Class Business Weber Negatively Privileged Positively Privileged Conflict Functionalism Case Studies

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 Weber and Social Class Status Group Political Parties Negatively Privileged Property Class Positively Privileged Property Class Social Class Derived From Marketable Abilities, Access to Consumer Goods and Services, Control Over the Means of Production, Ability to Invest in Property Social Class Derived From Marketable Abilities, Access to Consumer Goods and Services, Control Over the Means of Production, Ability to Invest in Property ComplicatingFactor ComplicatingFactor

10. 10 Negatively Privileged Property Class Persons completely unskilled, lacking property, and dependent on seasonal or sporadic employment who constitute the very bottom of the class system.

11. 11 Positively Privileged Social Class Those individuals at the very top of the class system

12. Marx and Social Class Conflict Between Distinct Classes Propels Us To Next Historical Epoch Conflict Between Distinct Classes Propels Us To Next Historical Epoch Views Social Class In Terms of Sources of Income Views Social Class In Terms of Sources of Income Conditions of Successful Revolt Are Multifaceted and Complex Conditions of Successful Revolt Are Multifaceted and Complex Key Ideas of Marx’s Approach to Social Class Key Ideas of Marx’s Approach to Social Class

13. Functionalist Perspective Kingsley Davis and Wilbert Moore (1945) Social inequality-the unequal distribution of social rewards-is the device by which societies ensure that the most functionally important occupations are filled by the best-qualified people. Unique-requires high degree of training and not that many people are capable of doing it. Status is the incentive for undergoing long and difficult training.

14. Functionalist Perspective The degree to which other occupations depend on the one in question. Efficiency weakened if capable people are not granted access or are overlooked; elite groups control the avenues of training; parents’ influence and wealth rather than ability determine the status that their children attain.

15. Critique of Functionalism If societies fail to adjust to fill functionally important occupations the society as a whole will suffer and will be unable to compete with other societies. Tumin and Simpson showed that the assumption that rewards are structured in keeping with functional importance is flawed. (Salaries of pro athletes compared to elementary school teachers.)

16. Critique of Functionalism Also why is there often differential pay based on gender and race/ethnicity so many places in the world? In the complex division of labor every individual makes a significant contribution from the garbage collector to the corporate head.

17. 17 People Like Us 1. Describe WASP “Class” and culture. How does this group maintain it’s boundaries? 2. Do you believe that Matt will get to go to college? Why?

19. ERS DATA ON POVERTY http://www.ers.usda.gov/Briefing/Income PovertyWelfare/PovertyGeography.htm ERS DATA ON POVERTY http://www.ers.usda.gov/Briefing/Income PovertyWelfare/PovertyGeography.htm 19

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