Sociology 238, Marketplace Activities: An Interactionist Analysis

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1 Sociology 238, Marketplace Activities: An Interactionist Analysis Instructor: Carrie B. Sanders Class Location & Time: Tuesday 2:30-4:20, RCH 308 Office Hours: Tuesday 4:30-5:30 or by appointment in PAS 2053 Contact Information: Course Description and Objective This course is best defined as the sociology of consumption. The course examines the growth of the consumer society, by questioning how people s accumulation of material objects and leisure pursuits inform or work to construct their identity. It has been argued, within the sociology of consumption, that the aestheticization of everyday life has led to an increasing interest in the presentation of an image and the construction of a lifestyle, which is not formed around need, but for individuals to demonstrate their membership within particular social groups. The sociology of consumption, therefore, moves beyond a sociological analysis of production the experience and effects of paid employment- to one of consumption. While the majority of the course, and its subsequent readings, are informed by a symbolic interactionist paradigm, the course will also introduce you to a number of other interpretive theorists and theories on consumption. The concepts of consumer culture and consumer society are central to unlocking some other mysteries of contemporary societies. This course focuses on theories of consumer culture, with an aim to situate and make sense of these theories as part of the broad development of social thought over the modern period. We will draw on a number of ethnographic case studies to investigate fundamental social categories that have been closely interrelated with consumption such as choice, identity, taste and authenticity. The course will explore traditions of theorizing consumption and consumer society; commodification and subject-object relations; and, taste, identity and subjectivity. Key substantive themes in the sociology of consumption including the shopping experience, advertising, fashion, identity and class construction, the body, and social resistance will be examined. Since this is a sociology course as opposed to a marketing or business school course, it is essential to acknowledge some very different emphases in this course. Reflecting interpretive theories of consumption, such as symbolic interactionism and post-structuralism, attention is given to the interactive and socially constructed nature of people s exchanges and relationships. Thus, unlike other courses offered in marketing and sales, which assume a positivistic (quantitative) and prescriptive orientation, we study the humanly meaningful production of activity in this component of our everyday life. The objective of the course is to introduce you to the sociology of consumption and its theoretical foundations by such theorists as Herbert Blumer, Fred Davis, Jean Baudrillard and Pierre Bourdieu. The first part of the course deals specifically with the aforementioned theorists and their contributions to our understanding of consumption. The remainder of the course provides you with an overview of topic areas fitting of the sociology of consumption. 1

2 Course & Reading Outline: Note: This is a projected course outline, some variation in implementation may occur. Be prepared to adjust accordingly! May 1, 2007 >>>>>>>>>Introduction to the Course and Course Objectives In class materials only May 8, 2007 >>>>>>>>>Introduction to Symbolic Interactionism (SI) and the Sociology of Consumption Basic Premises and Propositions of Symbolic Interaction.. Marketing as Socially Constructed Activity Blumer, H. (1969). Symbolic Interactionism: Perspective and Method. Englewood Cliffs, New Jersey: Prentice-Hall. pp Prus, Robert (1989). Marketing is Socially Constructed Activity pp in Pursuing Customers. London: Sage Publications. Prus, Robert and Lorne Dawson (1991). Shop til You Drop: Shopping as Recreational and Laborious Activity in Canadian Journal of Sociology (16): Supplementary: Blumer, H. (1969). Symbolic Interactionism: Perspective and Method. Englewood Cliffs, New Jersey: Prentice-Hall May 15, 2007 >>>>>>>>>> Introduction to Interpretive Theories of Consumption Basic Theoretical Premises & Subject Object Relations within Post-Structuralism. Of specific interest in these readings are the theoretical ideas provided by: Mary Douglas and Baron Isherwood, Jean Baudrillard, Veblen & Bourdieu Corrigan, Peter (1997). Theoretical Approaches to Consumption pp in The Sociology of Consumption. London: Sage Publications. Dant, Tim (1999). Consuming or Living with Things in Material Culture in the Social World. pp Philadelphia: Open University Press. May 22, 2007 >>>>>>>>>> Other Interpretive Theories Continued with specific attention to Bourdieu and the Distinction of Taste Bourdieu and the social critique of the judgment of taste: The concepts of economic capital, cultural capital and habitus Bourdieu, Pierre (1984). Introduction pp. 2-7 in Distinction: A Social Critique of the Judgement of Taste. Translated by Richard Nice. Cambridge: Harvard University Press 2

3 Bourdieu, Pierre (1984). The Habitus and the Space of Life-Styles pp in Distinction: A Social Critique of the Judgement of Taste. Translated by Richard Nice. Cambridge: Harvard University Press. +++ Supplementary: Bourdieu, Pierre (1979). The Aesthetic Sense as The Sense of Distinction pp New York: The New York Press.+++ Topic Readings on the Sociology of Consumption May 29, 2007 >>>>>>>>>>>>> Possessions, Shops & Shopping *Prus, Robert (1993). Shopping with Companions: Images, Influences and Interpersonal Dilemmas in Qualitative Sociology 16(2): *Prus, Robert (1994). Consumers as Targets: Autonomy, Accountability, and Anticipation of the Influence Process. In Qualitative Sociology 17 (3): Corrigan, Peter (1997). Shops and Shopping: The Department Store in The Sociology of Consumption pp London: Sage Publications. June 05, 2007 >>>>>>>>>> MIDTERM TEST Worth 30% This test covers all reading material as well as material introduced in lectures. June 12, 2007 >>>>>>>>>>>> Advertising *Wilson, Brian, and Robert Sparks (1996). It s Gotta Be the Shoes : Youth, Race, and Sneaker Commercials. In Sociology of Sport13: *Goldman, Robert (1987). Marketing Fragrances: Advertising and the Production of Commodity Signs. In Theory, Culture & Society 4(4): Supplementary: *Rohlinger, Deana (2002). Eroticizing Men: Cultural Influences on Advertising and Male Objectification in Sex Roles 46(3-4): June 26, 2007 >>>>>>>>>>>> Clothing & Fashion: The Social Construction of Femininity and Masculinity *Kimle, Patricia, and Mary Lynn Damhorst (1997). A Grounded Theory Model of the Ideal Business Image for Women in Symbolic Interaction 20: *Galilee, John (2002). Class Consumption: Understanding Middle-Class Young Men and Their Fashion Choices in Men and Masculinities 5(1):

4 July 03, 2007 >>>>>>>>>>>>> Clothing & Fashion: Constructing Class Status *Blumer, Herbert (1969). Fashion: From Class Differentiation to Collective Selection. in Sociological Quarterly 10: * Davis, Fred (1992). Fashion, Culture, and Identity pp and Chicago: The University of Chicago Press. July 10, 2007 >>>>>>>>>>>>> The Body *Sanders, Clint (1989). Introduction: Body Alteration, Artistic Production, and the Social World of Tattooing in Customizing The Body: The Art and Culture of Tattooing pp & Featherson, Mike (1991). The Body in Consumer Culture in Featherstone, M., Hepworth, M. and Turner, B (eds.) The Body: Social Process and Cultural Theory. Pp London: Sage Publications. ++Supplementary: *Sweetman, Paul (1999). Anchoring the (Postmodern) Self? Body Modification, Fashion and Identity in Body & Society 5(2-3): July 17, 2007 >>>>>>>>>>> Consumption, Social Inequality & Social Resistance *Atkinson, M. (2003). The Civilizing of Resistance: Straightedge Tattooing. Deviant Behavior: An Interdisciplinary Journal, 24, * Crane, Diana (2000). Women s Clothing Behavior As Nonverbal Resistance in Fashion and Its Social Agendas: Class, Gender and Identity In Clothing. Chicago: The University of Chicago Press pp & *Bryson, Bethany (1996). Anything But Heavy Metal: Symbolic Exclusion and Musical Dislikes in American Sociological Review 61 (5): *****Pick-up 1 week Take-home Exam***** July 24, 2007 >>>>>>>>Term Wrap-up - Take Home Examination Due- Worth 40%!!! Course Textbook Requirements All course reading requirements are in a Sociology 238 Courseware Package available at the University bookstore. NOTE: Articles denoted by (*) can be the focus of your critical reflection paper. Articles denoted by ++ are supplementary articles / readings, not required for you to read or be tested upon. 4

5 Assignments / Grade Allocations A. Mid-term Test (30%) B. 2 Critical Reflection Paper (each worth 15% for a total of 30%) C. Take Home Final (40%) Course Requirements, Expectations and Standards A. Mid-term Test (30%) There will be a mid-term test held in class on Tuesday June 05. This test will cover all course reading and lecture materials to date. B. 2 Critical Reflection Papers ( Each worth 15% - total of 30%) Every student is responsible to write two, one page single-spaced, critical reflection papers on a course reading from two different topic weeks (i.e., shops & shopping; advertising; clothes, fashion & Identity construction; the body; etc.,). These papers can be done on the articles denoted by an asterix (*) in the course syllabus. The critical reflection papers are worth 15% each and will show critical thinking and reflection of the article and its argument within the sociology of consumption. The critical reflection paper must be handed in at the beginning of the specific topic week class. Papers will not be accepted after this point. The objective of the critical reflection papers is to make evident your abilities to critically read and analyze. It is not to be a means of re-stating or outlining the author s argument, but instead provides a means for you to illustrate your own thoughts, ideas and sociological questions relating to the article. The paper consists of four major components and should be presented under these pre-specified headings: (1) Article Title- worth 1 mark (includes: full and proper bibliographic citation); (2) Theoretical Position worth 1 mark - (identifying the author s theoretical position); (3) Main Argument worth 3 marks - (brief description of the author s key arguments this section can be written in either bullet point or sentence structure) (4) Critical Reflection worth 10 marks- (this is the bulk of your paper and includes your own thoughts, ideas and questions relating to the article, its arguments and theory in regards to the sociology of consumption. In this section of the paper, I would like to see you critically engaging with the article and questioning the appropriateness of its arguments. You are to discuss the relevance of this article to the study of consumption, while also showing how it connects to, or is different from, the other readings included in the specific topic week. Some suggested questions to help you get started writing are: How does this article connect to other articles presented or ones involved in this topic week? What do you find theoretically or conceptually strong or weak in the article? How is this relevant to the sociology of consumption?) **Be advised, while this is a reflective piece that describes your thoughts and reactions, your comments must be phrased in sociological and analytically appropriate terms. Therefore, you must say more than I LIKE it or I didn t LIKE it I need to know why! 5

6 C. One Week Take-Home Final Exam Worth 40% This one week take-home exam will ask you to answer a number of essay questions that describe and discuss particular course concepts through their application in case studies presented throughout the course. The test will be disseminated at the end of class on the July 17 th and will be handed in at the beginning of class on Tuesday July 24 th. Those exams not handed in at the beginning of class will not be accepted, unless occupied with a certified note explaining delay. *******University Policy on Academic Discipline Policy #71******************* Note on avoidance of academic offences: All student registered in the courses of the Faculty of Arts are expected to know what constitutes an academic offence, to avoid committing academic offences, and to take responsibility for their academic actions. When the commission of an offence is established, disciplinary penalties will be imposed in accord with Policy #71 (Student Academic Discipline). For information on categories of offences and types of penalties, students are directed to consult the summary of Policy #71 which is supplied in the Undergraduate Calendar (section ; on the Web at 71.htm). If you need help in learning how to avoid offences such as plagiarism, cheating, and double submission, or if you need clarification of aspects of the discipline policy, ask your TA or course instructor for guidance. Other resources regarding the discipline policy are your academic advisor and the Undergraduate associate Dean Students who believe that they have been wrongfully or unjustly penalized have the right to grieve; refer to Policy #70, Student Grievance, Note for students with disabilities: The Office for Persons with Disabilities (OPD), located in Needles Hall, Room 1132 collaborates with all academic departments to arrange appropriate accommodations for students with disabilities without compromising the academic integrity of the curriculum. If you require academic accommodations to lessen the impact of your disability, please register with the OPD at the beginning of each academic term Other Sociology of Consumption and Marketplace Activity References Prus, Robert (1989). Making Sales: Influence as Interpersonal Accomplishment. Sage Publications: London. Goldman, Robert (1992). Reading Ads Socially London: Routledge Veblen, T. (1931). The Theory of the Leisure Class: An Economic Study of Institutions. New York: The Modern Library. Warde, A. (1997). Consumption, Food and Taste: Culinary Antimonies and Commodity Culture. London: Sage. Wilson, E. (1985). Adorned in Dreams: Fashion and Modernity. New York: Virago. Woodward, S. (2002). Making Fashion Material. Journal of Material Culture 7(3): Slater, D (1997) Consumer Culture and Modernity. London, Sage. Rose, N (1999) Governing the Soul: The Shaping of the Private Self. London: FAB Miller, D (ed) (1995) Acknowledging Consumption. London, Routledge. Featherstone, M (1991) Consumer Culture and Postmodernism. London, Sage McCracken, G (1988) Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities; Minneapolis: Indiana University Press 6