Advertising lectures part 3

Advertising lectures part 3 - Adv lectures part 3 Lecture...

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Adv lectures part 3 Lecture Notes Consumer Culture, Modernity, and the Consuming Self Don Slater - A culture of consumption is unique and specific o Not found everywhere, not found at other times. - Consumer culture is the culture of the modern west o Different than the Enlightenment ideas of culture that were supposed to have “civilizing” and “uplifting” effects. o Supposedly allow access and participation to everyone. o In theory, consumer culture belongs to all, in a sense- democratic. Since Consumption/trade occurred in other times and places, why is this version unique? - Core institutions, infrastructures and practices of consumer culture originated in the early modern period (late 1700s-early 1900s) - Consumer culture is a social arrangement where meaningful ways of life and material resources are mediated through markets . - Consumption is central to the meaningful practices of everyday life unlike in any other time. o Factory systems, bookkeeping, standardized measures. Consumer culture is bound up in the idea of modernity - What is modernity? - Recall the Enlightenment o Natural law beyond rule of God; Newton, Galileo, etc. - Later social theorists applied these ideas to the social realm o Smith, Bentham, Jefferson, Rousseau - These influenced ideas of formal equality between people, i.e. in law, in theory, all men are created equal. o Literally white, land-owning, free males at first. - Centuries of struggle have sought to expand that dictum beyond its initial realm o 13 th , 15 th , and 19 th amendments o Abolish slavery, right for all free males to vote, right for women to vote - Formal equality means not being privileged or deprived because of blood. o Ex., kinship royalty, etc - These are what sociologists call ascribed characteristics o Characteristics we don’t choose; characteristics we are born with o I.e. you are born white, so theoretically you are born free - Traditional or pre-modern societies then to organize themselves around ascribed characteristics.
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- Ascriptive characteristics determined one’s social identity, which determined one’s place in the societal sphere. - In their stead, the culture and institutions of the modern, liberal West formally favor achieved characteristics based on performance , like education or a skill. - Technically, all realms of society should be open to anyone who can “make the grade” through personal achievement o Not completely equal people, equal opportunity o Money would stand as a regard for achievement and economic success - Thus, any inequality would be based on relative merit, i.e., a meritocracy. - In modernity, tradition and traditional ties are no longer supposed to rule in public life o Political offices, access to public services, living arrangements (housing), etc., should not be based on ascribed characteristics - Society is thought to be composed of formally free individuals who choose rationally. o
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This note was uploaded on 02/23/2012 for the course MKT 4330 taught by Professor Staff during the Fall '10 term at Texas State.

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Advertising lectures part 3 - Adv lectures part 3 Lecture...

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