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Cultivating the
       “sociological imagination”
• Recognise that very few things are „natural‟

• Detect the symbolic value and socially
  constructed nature of everyday things

• Be aware of the external forces „shaping‟ our
  lives (and how individual choice is often a function
  of commmunity trends)

• Be familiar with power-plays and conflicts
Good sociologists…
• Are able to „step out‟ of their immediate
  scenarios (e.g. coffee)
• Recognise their position in wider society; accept
  that they are a „product‟ of social influences (e.g.
  jeans, football teams)
• Are aware of cultural differences (e.g. sexuality)
• Are sensitive to the causes and effects of social
  policies and phenomena (e.g. Islam, social
  media, etc.)
• Are cognizant of power-plays (key question: who
  is being excluded?)
Sociological Theories
Functionalism
The sociology of
   Durkheim
A social fact is…
“a way of acting,       thinking and
feeling, external to   the individual
and endowed with         a power of
coercion, by reason    of which they
control him.”
Suicides
• Divorced, more than non-divorced
• Protestant more than communal religion
• Single, more than married



        Suicide often a result of anomie i.e.
            a LACK of social solidarity.
Key questions Durkheim asked
• Can we understand people‟s mental lives
  without understanding society?
• Can we study society and how?
• What „holds‟ society together? What is the
  source of social order?
• What would threaten social order?
“We don‟t need
 religion to answer
society‟s questions”
Functionalism –
  society as
  organism?
Organic Solidarity   Mechanical Solidarity
ANOMIE?
Functionalism / Durkheim
• Looks at social facts which bear upon the
  individual (doesn‟t emphasize personal
  autonomy)
• Is about what „works‟ in society (doesn‟t
  emphasize divisions and conflicts)
• Is about how people feel like „mis-fits‟ in
  their worlds (doesn‟t emphasize the
  systematic production of anomie)
Conflict
1929…1987…
 1997…2008
Capitalist Exploitation
The amount of work workers            X
need to do to survive


The amount of work workers          X +S
are made to do by capitalists



   S = Surplus Value „stolen‟ from workers by
   the capitalist
Some organisations
you should not put
your money into…
A must read!
Here are some of the
working conditions the
labourers must
endure…
Iris Fashions


Hours Per    72-80. 12-15 hour shifts; 6 days a week.
Week
Wages Per    $0.20
Hour
Conditions   No union; workers paid a $0.06 an hour
             premium for overtime;$0.02 for each
             shirt collar sewn.
You Li Fashion factory

Hours Per    93. 7.30-midnight. 7 days a week.
Week
Wages Per    $0.13
Hour
Conditions   No overtime pay; no benefits;
             sometimes employees need to work 24-
             hour shifts, 6-8 people to a dorm room;
             dorm is dark and dirty; workers afraid;
             under constant surveillance; no
             Corporate Code of Conduct
Yue Yuen Factory

Hours Per
             77-84. 11-12 hour shifts; 7 days a week.
Week
Wages Per    $0.19
Hour
Conditions   Forced overtime, no overtime premium
             paid; excessive noise pollution; fumes
             in factory; no Code of Conduct
The face of alienation
Why do the workers
  „accept‟ this?
Hegemony?
Commodity Fetishism
Women Objectification = Commodity Fetishism?
Are products
ideologically (or
spiritually) „neutral‟?
Next time we go „Wow!‟ and
„Awesome!‟ over a product,
        remember…
The “Opium of the People”
What happens when the exploitation
      gets worse and worse?
The Bolshevik Revolution
Russia, 1917
McJob
•   Low-skill
•   Low pay
•   High stress, exhausting
•   Unstable

„An unstimulating, low-paid job with few
prospects, especially one created by the
expansion of the service sector.‟
„Here was the true
McDonald‟s workforce,
the company seemed to
be saying: happy,
contented, and just
passing through.‟ (Klein
2000: 241)
“MNCs‟ which control more than
33% of the world‟s productive
assets account for only 5% of
the world‟s direct employment.”
• Young, mainly teens and    • Young, mainly teens and
  early twenties               early twenties
• earning minimum wage (or   • earning minimum wage (or
  below)                       below)
• Most retail and service employers tend to
  view their employees as children: students
  looking for summer jobs, spending money
  or a quick stopover on the road to a more
  fulfilling abd better-paying career i.e.
  these are great jobs for people who
  don’t really need them. (Klein:2000,
  p.232)
Young Workers…
• Are more easily employed on part-time
  contracts (because they have other
  commitments such as school and college)
• They can be paid lower wages (because they
  are usually not supporting a family and tend to
  live in the family home)
• They are easier to control (because they have
  less experience of work-place politics)
• They tend to be moving on – it is not a
  permanent career move for the majority, and so
  staff turn-over is fast.
Anti-Unionization
• 10 McDonald‟s managers arrested for
  violating labor laws and trade-union rights in
  Germany (1994)
• Two workers fired for organising strikes in
  Ohio (1998)
• Wal-Mart threated to shut down store where
  workers were about to vote on whether to join
  union, Ontario (1997)
• Starbucks shut down Vancouver distribution
  plant after workers unionized (1997)
• McDonald‟s shut down outlet before union
  certification issued, Quebec (1998)
Symbolic Interactionism
A „powerful‟ sex scene?
Chic? Fresh? Stylish? Trendy? Voguish?




   Or just a stupid waste of money?
Unhygienic? Dirty? Crowded? Unhealthy?




Or one of Malaysia‟s “culinary delights”?
Knowing what an event „is‟
allows us to decide which
„rules‟ and norms apply (or
don‟t apply); it also helps us
decide what others are
trying „to „do‟
S.I. is about how people
justify their actions and explain
themselves in their own heads
How do you construct
          the meaning of…

•   A joke?         •   A suicide?
•   A complaint?    •   An abnormality?
•   An insult?      •   „In‟ and „Out‟?
•   A lecture?      •   „Coolness‟
•   A challenge?    •   A seduction?
•   A customer?     •   „Small talk‟
•   A student?
To construct meaning is to
make a decision about
„what just happened‟
What is a “suicide”?
What is “religion”?
What is
“irrational”?
Cultivating Sociological Imagination
Cultivating Sociological Imagination

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Cultivating Sociological Imagination

  • 1. Cultivating the “sociological imagination” • Recognise that very few things are „natural‟ • Detect the symbolic value and socially constructed nature of everyday things • Be aware of the external forces „shaping‟ our lives (and how individual choice is often a function of commmunity trends) • Be familiar with power-plays and conflicts
  • 2. Good sociologists… • Are able to „step out‟ of their immediate scenarios (e.g. coffee) • Recognise their position in wider society; accept that they are a „product‟ of social influences (e.g. jeans, football teams) • Are aware of cultural differences (e.g. sexuality) • Are sensitive to the causes and effects of social policies and phenomena (e.g. Islam, social media, etc.) • Are cognizant of power-plays (key question: who is being excluded?)
  • 5. The sociology of Durkheim
  • 6. A social fact is… “a way of acting, thinking and feeling, external to the individual and endowed with a power of coercion, by reason of which they control him.”
  • 7.
  • 8. Suicides • Divorced, more than non-divorced • Protestant more than communal religion • Single, more than married Suicide often a result of anomie i.e. a LACK of social solidarity.
  • 9. Key questions Durkheim asked • Can we understand people‟s mental lives without understanding society? • Can we study society and how? • What „holds‟ society together? What is the source of social order? • What would threaten social order?
  • 10. “We don‟t need religion to answer society‟s questions”
  • 11. Functionalism – society as organism?
  • 12.
  • 13.
  • 14. Organic Solidarity Mechanical Solidarity
  • 16.
  • 17. Functionalism / Durkheim • Looks at social facts which bear upon the individual (doesn‟t emphasize personal autonomy) • Is about what „works‟ in society (doesn‟t emphasize divisions and conflicts) • Is about how people feel like „mis-fits‟ in their worlds (doesn‟t emphasize the systematic production of anomie)
  • 20.
  • 21.
  • 23. The amount of work workers X need to do to survive The amount of work workers X +S are made to do by capitalists S = Surplus Value „stolen‟ from workers by the capitalist
  • 24.
  • 25.
  • 26.
  • 27. Some organisations you should not put your money into…
  • 28.
  • 29.
  • 31. Here are some of the working conditions the labourers must endure…
  • 32. Iris Fashions Hours Per 72-80. 12-15 hour shifts; 6 days a week. Week Wages Per $0.20 Hour Conditions No union; workers paid a $0.06 an hour premium for overtime;$0.02 for each shirt collar sewn.
  • 33. You Li Fashion factory Hours Per 93. 7.30-midnight. 7 days a week. Week Wages Per $0.13 Hour Conditions No overtime pay; no benefits; sometimes employees need to work 24- hour shifts, 6-8 people to a dorm room; dorm is dark and dirty; workers afraid; under constant surveillance; no Corporate Code of Conduct
  • 34. Yue Yuen Factory Hours Per 77-84. 11-12 hour shifts; 7 days a week. Week Wages Per $0.19 Hour Conditions Forced overtime, no overtime premium paid; excessive noise pollution; fumes in factory; no Code of Conduct
  • 35. The face of alienation
  • 36. Why do the workers „accept‟ this?
  • 38.
  • 39.
  • 41. Women Objectification = Commodity Fetishism?
  • 42.
  • 44. Next time we go „Wow!‟ and „Awesome!‟ over a product, remember…
  • 45.
  • 46.
  • 47.
  • 48. The “Opium of the People”
  • 49.
  • 50.
  • 51. What happens when the exploitation gets worse and worse?
  • 52.
  • 53.
  • 54.
  • 56.
  • 57. McJob • Low-skill • Low pay • High stress, exhausting • Unstable „An unstimulating, low-paid job with few prospects, especially one created by the expansion of the service sector.‟
  • 58. „Here was the true McDonald‟s workforce, the company seemed to be saying: happy, contented, and just passing through.‟ (Klein 2000: 241)
  • 59.
  • 60. “MNCs‟ which control more than 33% of the world‟s productive assets account for only 5% of the world‟s direct employment.”
  • 61. • Young, mainly teens and • Young, mainly teens and early twenties early twenties • earning minimum wage (or • earning minimum wage (or below) below)
  • 62. • Most retail and service employers tend to view their employees as children: students looking for summer jobs, spending money or a quick stopover on the road to a more fulfilling abd better-paying career i.e. these are great jobs for people who don’t really need them. (Klein:2000, p.232)
  • 63. Young Workers… • Are more easily employed on part-time contracts (because they have other commitments such as school and college) • They can be paid lower wages (because they are usually not supporting a family and tend to live in the family home) • They are easier to control (because they have less experience of work-place politics) • They tend to be moving on – it is not a permanent career move for the majority, and so staff turn-over is fast.
  • 64. Anti-Unionization • 10 McDonald‟s managers arrested for violating labor laws and trade-union rights in Germany (1994) • Two workers fired for organising strikes in Ohio (1998) • Wal-Mart threated to shut down store where workers were about to vote on whether to join union, Ontario (1997) • Starbucks shut down Vancouver distribution plant after workers unionized (1997) • McDonald‟s shut down outlet before union certification issued, Quebec (1998)
  • 66.
  • 67.
  • 68.
  • 70. Chic? Fresh? Stylish? Trendy? Voguish? Or just a stupid waste of money?
  • 71. Unhygienic? Dirty? Crowded? Unhealthy? Or one of Malaysia‟s “culinary delights”?
  • 72. Knowing what an event „is‟ allows us to decide which „rules‟ and norms apply (or don‟t apply); it also helps us decide what others are trying „to „do‟
  • 73.
  • 74.
  • 75. S.I. is about how people justify their actions and explain themselves in their own heads
  • 76. How do you construct the meaning of… • A joke? • A suicide? • A complaint? • An abnormality? • An insult? • „In‟ and „Out‟? • A lecture? • „Coolness‟ • A challenge? • A seduction? • A customer? • „Small talk‟ • A student?
  • 77. To construct meaning is to make a decision about „what just happened‟
  • 78. What is a “suicide”?
  • 80.
  • 81.