Consumption and identity

1. Consumption andConsumption and
Identity.Identity.
Lecture TenLecture Ten

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

3. The Mass culture debateThe Mass culture debate
 Study of consumption follows on from the debates aboutStudy of consumption follows on from the debates about
'mass culture'. 'Americanization' of popular culture'mass culture'. 'Americanization' of popular culture
 New technologies of production and disseminationNew 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 politicsMC debate and right-wing politics
 Mass culture also associated with feminist debates aboutMass culture also associated with feminist debates about
gender and culture.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 productsPop Art and mass produced cultural products

4. Patterns of ConsumptionPatterns of Consumption
 Manipulation, symbolism and desireManipulation, symbolism and desire
 changes in consumerism.changes in consumerism.
 marketing and advertisingmarketing and advertising
 shopping beyond the realms ofshopping beyond the realms of
 leisureleisure
 entertainmententertainment
 fashionfashion
 A plurality of Individual lifestyles.A plurality of Individual lifestyles.

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

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

7. What is it that we areWhat is it that we are
Consuming?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, archetypesimages, feelings, fantasies, archetypes
 individual identity and group identity?individual identity and group identity?
 Weber -status & lifestyle -characteristics thatWeber -status & lifestyle -characteristics that
define groups, order peoples lives and providedefine groups, order peoples lives and provide
solidarity and freindship.solidarity and freindship.
 Consumption to create outgroups or others.Consumption to create outgroups or others.

8. Defining ConsumptionDefining Consumption
 different from the economic definition ofdifferent from the economic definition of
consumptionconsumption
 the buying, using and interpretation ofthe buying, using and interpretation of
goods:goods:
 central notion- modern identities arecentral notion- modern identities are
structured around the experience ofstructured around the experience of
consumption.consumption.

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

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

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

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

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

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

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

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

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

18. Baudrillard and ConsumptionBaudrillard and Consumption
 No way of fixing the social status of groupsNo way of fixing the social status of groups
 is no way of fixing the categories of 'needs' versus 'media inducedis no way of fixing the categories of 'needs' versus 'media induced
consumptionconsumption
 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 ofsymbols do not express an already pre-existing set of
 meanings are generated within the system of signs/symbolsmeanings are generated within the system of signs/symbols
 Consumer involved in constructing identity.Consumer involved in constructing identity.
 Decline of classDecline 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 significationDesire and signification
 Identities are in a constant state of changeIdentities 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’Consumption as ‘lack’
 Post-consumption ‘emptiness’Post-consumption ‘emptiness’
 Consumption, then, is founded on a LACKConsumption, then, is founded on a LACK
or DESIRE for something that is absentor DESIRE for something that is absent
 an unfinished self.an unfinished self.

20. ConclusionConclusion
 symbolic meaning of commodities is notsymbolic meaning of commodities is not
merely dictated by the people who makemerely dictated by the people who make
or advertise them. Style may not simplyor advertise them. Style may not simply
about controlabout control
 consumption a complex phenomenonconsumption a complex phenomenon
 Consumer active and passiveConsumer active and passive
 often driven by desire.often driven by desire.
 Makes identity more fluidMakes identity more fluid
 Individual and group identitiesIndividual and group identities