Cultural Consumption

Masters
Assignment
Sociology
Pages 6 (1506 words)
Download 0
Many people consider that there is too much advertising, which makes us more materialistic, keeps stereotypes, plays on our prejudices of not becoming socially acceptable, tells lie, uses children, aw well as corrupts the whole society. Though most of these ideas are not altogether true, there is a little truth to each of them.

Introduction

"In order to comprehend the impact of all this advertising, on society we must learn how to see through advertisements, for they are not just messages about goods and services but social and cultural texts about ourselves". Root (1997) has pointed out:
As long as you are unable to decode the significance of ordinary things, and as long as you take the signs of your culture at face can free yourself from that sign and perhaps find a new way of looking at the world. You will control the signs of your culture rather than having them control you. (p. 18)
In order to understand how to read advertisements critically we must begin to incorporate "popular culture as a serious object of politics and analysis" (Morley, 1992, p. 48). While all culture is worthy of investigation, popular culture is often devalorized as "sub-literature or paraliterature" (Eckhouse, 1999, p. 120). However, in critically reading even something as seemingly mundane as an advertisement we can begin to see "the political, social and cultural forms of subordination that create inequities among different groups as they live out their lives" (Giroux cited in Frith & McLuhan, 1997, p. 7). This type of critical pedagogy enables us to view aspects of popular culture within broader social, cultural, and political considerations. ...
Download paper
Not exactly what you need?

Related papers

consumer and consumption (advertising)
In this investigation, the strategies employed by the manufacturer in ensuring the product attains dominance in the market will be investigated through reviewing various company and academic sources to evaluate these strategies and their degree of success in the market. In addition, theories that may explain the dominance of this product in the market will be extensively employed in evaluating the…
Why is Consumption and Consumerism Important in a Contemporary Global Society
It was designed to protect the rights of the individuals from the practices of both the business and the government. Consumerism has also been associated with the increase of material wealth of the American public, the depersonalization of shopping, and the support of prominent political figures (Bloom, 2001). It has also been defined as a theory that a progressively greater consumption of goods…
To what level does social inequality dictate consumption of products
Social inequality is “the most consistent predictor of his or her behaviour, attitudes and life chances” (sociologyindex.com 2011, p.1). There have not been many studies conducted about the linkages between product consumption and social inequality. Social inequality under the lens of finance is important to marketing organizations and also the strength of the national economy based on tax…
How mass consumption affect envirnoment?
Nowadays, higher degree of greediness amid general people to acquire wealthy and modern lifestyle has resulted in the mass consumption of goods. The social structure allows individuals to affect the consumption patterns of the economy as a whole, which results in massive environmental degradation. Thesis Statement The paper will intend to provide an explanation toward the theoretical perspective…
cultural consumption
I didn’t even know about it, although I had heard my friends mention its name before(Swartz, 2007). It was on very beautiful scenery, quite spectacular, in fact. Maybe that’s why so many people talk about it. The restaurant offers a variety of services and they also supply to schools and other institutions the same products, and it’s generally known for the “great” fish they offer. The…
Cultural Consumption
"In order to comprehend the impact of all this advertising, on society we must learn how to see through advertisements, for they are not just messages about goods and services but social and cultural texts about ourselves". Root (1997) has pointed out:…
Cultural Tour
They suggested that "Firms' actions relative to the environmental issues should consider the firms' relationships to numerous stakeholders groups such as stockholders, employees, customers, suppliers" (Mathur & Mathur, 2000).…