1. Consumption and Identity. Lecture Ten

2. Outline Consumption and construction of identity. Consumption and construction of identity. mass society and Frankfurt School mass society and Frankfurt School material and symbolic elements of consumption material and symbolic elements of consumption the interpretation of goods the interpretation of goods Consumption as manipulation by producers. Consumption as manipulation by producers. The role of desire plays in our consumption choices The role of desire plays in our consumption choices Consumption as cultural expression. Consumption as cultural expression. Key theorists Adorno and Horkheimer, Thorstein Veblen, Roland Barthes, Claude-Levi Strauss, Pierre Bourdieu and Jean Baudrillard. Key theorists Adorno and Horkheimer, Thorstein Veblen, Roland Barthes, Claude-Levi Strauss, Pierre Bourdieu and Jean Baudrillard.

3. The Mass culture debate Study of consumption follows on from the debates about 'mass culture'. 'Americanization' of popular culture Study of consumption follows on from the debates about 'mass culture'. 'Americanization' of popular culture New technologies of production and dissemination New technologies of production and dissemination Global means of communication. Global means of communication. Spread of cultural forms on a new scale. Spread of cultural forms on a new scale. MC debate and right-wing politics MC debate and right-wing politics Mass culture also associated with feminist debates about gender and culture. Mass culture also associated with feminist debates about gender and culture. New youth cultures. New youth cultures. Postmodernity and end of metanarratives. Postmodernity and end of metanarratives. Pop Art and mass produced cultural products Pop Art and mass produced cultural products

4. Patterns of Consumption Manipulation, symbolism and desire Manipulation, symbolism and desire changes in consumerism. changes in consumerism. marketing and advertising marketing and advertising shopping beyond the realms of shopping beyond the realms of leisure leisure entertainment entertainment fashion fashion A plurality of Individual lifestyles. A plurality of Individual lifestyles.

5. A Postmodern Consumer Culture? Consumption more important than production Consumption more important than production collapse of time and space boundaries collapse of time and space boundaries global goods global goods plurality of images without depth or permanance. plurality of images without depth or permanance. Collage /montage/ pastiche Collage /montage/ pastiche A bombardment of the senses A bombardment of the senses Standardized products BUT the packaging of experience Standardized products BUT the packaging of experience titillation and control to sell products. titillation and control to sell products. Rebecca Leach 'feasts for the eyes, nose and hands' Rebecca Leach 'feasts for the eyes, nose and hands'

6. The Cathedral of Consumption Malls/ shopping complexes/ Arcades Malls/ shopping complexes/ Arcades free of risk and anxiety. free of risk and anxiety. appear to be public spaces appear to be public spaces but heavily monitored by electronic surveillance but heavily monitored by electronic surveillance policing of appropriate behaviour in these spaces policing of appropriate behaviour in these spaces transforming public behaviour? transforming public behaviour? A new 'theodicy'? A new 'theodicy'?

7. What is it that we are Consuming? A material element and a symbolic element. A material element and a symbolic element. About more than the satisfaction of 'needs' About more than the satisfaction of 'needs' images, feelings, fantasies, archetypes images, feelings, fantasies, archetypes individual identity and group identity? individual identity and group identity? Weber -status & lifestyle -characteristics that define groups, order peoples lives and provide solidarity and freindship. Weber -status & lifestyle -characteristics that define groups, order peoples lives and provide solidarity and freindship. Consumption to create outgroups or others. Consumption to create outgroups or others.

8. Defining Consumption different from the economic definition of consumption different from the economic definition of consumption the buying, using and interpretation of goods: the buying, using and interpretation of goods: central notion- modern identities are structured around the experience of consumption. central notion- modern identities are structured around the experience of consumption.

9. The Frankfurt School Adorno, Horkheimer, Marcuse Adorno, Horkheimer, Marcuse manipulation by producers manipulation by producers outcome of the expansion of mass production outcome of the expansion of mass production consumer culture- a set of cultural ideas, values and practices built up specifically around consumption. consumer culture- a set of cultural ideas, values and practices built up specifically around consumption. deeply pessimistic deeply pessimistic failure of socialism failure of socialism capitalism manipulating 'real needs capitalism manipulating 'real needs distracting the populace with false ones. distracting the populace with false ones.

10. Consuming Symbols Modern consumerism depends upon a set of symbols becoming meaningful Modern consumerism depends upon a set of symbols becoming meaningful Passive or active consumers??? Passive or active consumers??? Complex inter-relationship between 'the labelling and design of products, the advertising of them, and the shifting sub-cultural values of potential consumers of various products' (Bocock, 1993:55). Complex inter-relationship between 'the labelling and design of products, the advertising of them, and the shifting sub-cultural values of potential consumers of various products' (Bocock, 1993:55). Tapping into desire Tapping into desire Use of psychoanalytic ideas by advertisers Use of psychoanalytic ideas by advertisers

11. Consumption and Status The symbolic marking out of status groups The symbolic marking out of status groups Thorstein Veblen- conspicuous consumption Thorstein Veblen- conspicuous consumption Mary Douglas objects mark out symbolic status Mary Douglas objects mark out symbolic status Roland Barthes, mythologies - a system of cultural meanings constructed around cultural objects Roland Barthes, mythologies - a system of cultural meanings constructed around cultural objects The rhetoric of the image- beyond the objects denoted in adverts is a complex web of cultural connotations. The rhetoric of the image- beyond the objects denoted in adverts is a complex web of cultural connotations. The photographic image normalises and naturalises cultural meanings concealing their constructed nature from us. The photographic image normalises and naturalises cultural meanings concealing their constructed nature from us.

12. Consumption as a system of signs, signifiers and signified Barthes, De saussure, Levi-Strauss Barthes, De saussure, Levi-Strauss Structural Linguistics Structural Linguistics Saussure- language and meaning. Saussure- language and meaning. Language a System in which words get their meaning from their relationship, or difference, to other words in the system. Language a System in which words get their meaning from their relationship, or difference, to other words in the system. Underlying structure to language Underlying structure to language Outside conscious awareness. Outside conscious awareness. Language users communicate meanings, without being able to state explicitly the rules of grammar they used. Language users communicate meanings, without being able to state explicitly the rules of grammar they used.

13. Culture as a system of meanings Everyday not just functional- rich in social meanings. Everyday not just functional- rich in social meanings. Levis-Strauss -structualist Levis-Strauss -structualist underlying structural relations between elements in systems of cultural myths underlying structural relations between elements in systems of cultural myths Myths of many groups -elaborations of binary oppositions Myths of many groups -elaborations of binary oppositions male/female; hot/cold; solid/liquid; good/evil; black/white; sacred/profane; raw/cooked Elements combined to create a STRUCTURE OF MYTHIC THINKING. male/female; hot/cold; solid/liquid; good/evil; black/white; sacred/profane; raw/cooked Elements combined to create a STRUCTURE OF MYTHIC THINKING. Use of ambiguous intermediate categories- the inbetween Use of ambiguous intermediate categories- the inbetween Julia Kristeva 'the abject' Julia Kristeva 'the abject' Victor Turner calls the liminal. Victor Turner calls the liminal.

14. Texts, Codes and Meaning Roland Barthes search for 'codes', or systems, in texts and cultural objects Roland Barthes search for 'codes', or systems, in texts and cultural objects Problem of 'methodological commands'. Problem of 'methodological commands'. Proves what you think you already know in advance. Proves what you think you already know in advance.

15. Post-structuralism consumption and identity Bourdieu and Jean Baudrillard broke with the dogmatic elements of structuralism Bourdieu and Jean Baudrillard broke with the dogmatic elements of structuralism Preserved the notion of underlying structures Preserved the notion of underlying structures Bourdieu- class structures, status group structures, gender structures Bourdieu- class structures, status group structures, gender structures Have real effects on people independently of their own subjective consciousness. Have real effects on people independently of their own subjective consciousness. Positions in a structure do not generate a way of life, or symbolic meanings, of themselves. Positions in a structure do not generate a way of life, or symbolic meanings, of themselves. Symbolic activity a relatively autonomous practice Symbolic activity a relatively autonomous practice consumption a set of social and cultural practices which act as a way of establishing differences between social groups consumption a set of social and cultural practices which act as a way of establishing differences between social groups moves beyond idea that it merely expresses already existing differences moves beyond idea that it merely expresses already existing differences

16. Bourdieu on Capital 1 Three types of CAPITAL used to denote things or potential that people own. Three types of CAPITAL used to denote things or potential that people own. 1] ECONOMIC CAPITAL: income, occupation, inheritance etc 1] ECONOMIC CAPITAL: income, occupation, inheritance etc 2] CULTURAL CAPITAL: tastes, values, beleifs, language etc 2] CULTURAL CAPITAL: tastes, values, beleifs, language etc 3] EDUCATIONAL CAPITAL: background, qualifications, opportunities etc. 3] EDUCATIONAL CAPITAL: background, qualifications, opportunities etc. From combinations of these elements, a system of classification develops whereby people learn what is tasteful, or what consumption is appropriate, good or bad, from within their social group. From combinations of these elements, a system of classification develops whereby people learn what is tasteful, or what consumption is appropriate, good or bad, from within their social group.

17. Bourdieu on Capital 2 Problem- These are stereotypes, the typology can be overly rigid Problem- These are stereotypes, the typology can be overly rigid Bourdieu attempts to overcome this by introducing the concept of habitus. Bourdieu attempts to overcome this by introducing the concept of habitus. a series of actions and everyday beliefs within this structure a series of actions and everyday beliefs within this structure Habitus refers to the everyday interaction with which we engage our surroundings. Habitus refers to the everyday interaction with which we engage our surroundings. A potentiality rather than a fixed structure. A potentiality rather than a fixed structure.

18. Baudrillard and Consumption No way of fixing the social status of groups No way of fixing the social status of groups is no way of fixing the categories of 'needs' versus 'media induced consumption is no way of fixing the categories of 'needs' versus 'media induced consumption No way of distinguishing between Marcuse's 'true' and 'false' needs. No way of distinguishing between Marcuse's 'true' and 'false' needs. consumption is always the consumption of symbolic signs. consumption is always the consumption of symbolic signs. symbols do not express an already pre-existing set of symbols do not express an already pre-existing set of meanings are generated within the system of signs/symbols meanings are generated within the system of signs/symbols Consumer involved in constructing identity. Consumer involved in constructing identity. Decline of class Decline of class Consumption necessary in the construction or articulation of identity. Consumption necessary in the construction or articulation of identity. People create a sense of who they are through what they consume. People create a sense of who they are through what they consume. Desire and signification Desire and signification Identities are in a constant state of change Identities are in a constant state of change More fluid and mobile under conditions of modernity. More fluid and mobile under conditions of modernity.

19. Consumption as lack Post-consumption emptiness Post-consumption emptiness Consumption, then, is founded on a LACK or DESIRE for something that is absent Consumption, then, is founded on a LACK or DESIRE for something that is absent an unfinished self. an unfinished self.

20. Conclusion symbolic meaning of commodities is not merely dictated by the people who make or advertise them. Style may not simply about control symbolic meaning of commodities is not merely dictated by the people who make or advertise them. Style may not simply about control consumption a complex phenomenon consumption a complex phenomenon Consumer active and passive Consumer active and passive often driven by desire. often driven by desire. Makes identity more fluid Makes identity more fluid Individual and group identities Individual and group identities