SOC 317(F) Media and Consumer Society
This course explores the complex and evolving interrelationship between media and consumption. First of all, it will present the essential concepts that attempt to explain the cultural mechanisms through which certain objects acquire symbolic meaning and desirability. These mechanisms are intrinsic to consumption, and the circulation of commodity in the market, and are inherent products of the historical and cultural processes of industrial modernity. Over the past fifty years, media have taken over a dominant role as a consumer inspiration for life style choices, and have accentuated social differentiation in the process. The increasing reach and impact of media, especially through advertising, has created a new consumerism based on accelerated and uncritical demands. This has resulted from unreal comparisons with unrealistic reference groups, and has caused great disruption to the social order. Paradoxically, the more people submit to conspicuous consumption, the more individual dissatisfaction arises. To understand the context of the pervasive impact of the media, it is important to ask questions such as who designs life styles, whether consumers are free to create their own tastes, or if they are free to refuse to lead a lifestyle based on status enhancement by following fashion trends. Finally, the course will also look at how globalization-greatly enhanced by media and technologies-shapes consumer practices in different parts of the world.
Format: discussion/seminar. Requirements: participation, presentations, several short response papers, 10-page final term paper.
No prerequisites. Enrollment limit 19 (expected: 15).
Hour: RULIKOVA