Consumption and identity

Question 1

List three items that relate Consumption to Identity

Answer 1

• Living standards and disposable income have risen dramatically in the last 50 years.
• Shopping has become a leisure activity (rise of department store)
• Consumption carries cultural meaning

Question 2

How did Day define the term “Lifestyle” in 2006?

Answer 2

Day (2006): the term ‘lifestyle’ suggests ‘design for living’ – i.e. constructing your identity through what you buy and what you do.

Question 3

What do Sociologists such as Roberts argue about Consumer Society and Identity?

Answer 3

Consumer Society: Sociologists, such as Roberts argue that work is becoming less important as a source of identity whereas consumption is increasing in importance. A consumer society is one where people create an identity through ‘buying’ goods.

Question 4

How does Conspicuous Consumption affect Identity and what is the definition of Conspicuous Consumption?

Answer 4

Conspicuous Consumption: Early ideas of the relationship between consumption, identity and leisure revolved around Veblen’s concept of ‘conspicuous consumption’. Whilst writing in the nineteenth century he claimed that few people had a disposable income to spend on consumption over and above what was necessary to meets the basic needs to survive (food, shelter, warmth etc.) The only people with a disposable income were the wealthy and they only consumed to show off their wealth by buying ‘showy off goods’ such as jewellery etc. this practice was known as conspicuous consumption.

Question 5

When did the trend of Conspicuous Consumption diminish and why.

Answer 5

1970’s

However, as personal wealth grew and spread amongst other social classes in the 1970’s, people were no longer interested in concerned in demonstrating their position in society, but more interested in expressing personal taste through consumption. Susman (1973) argues that individuals became a ‘performing self’ whereby buying material goods showed what kind of person they were.

Question 6

How did Dittmar in 2007 relate material goods and Identity?

Answer 6

Dittmar (2007) notes that material goods are an ‘extension of the self’ and act to symbolise what kind of person you are. Therefore, identity is ‘acquired’ and is change.

Question 7

What characteristics does a consumer culture have?
Lury (2011) notes:

Answer 7

1. There has been a rapid increase in the range of products available to buy.
2. Shopping has become more important as a source of identity
3. More opportunities to consume both in person and online.
4. Increased availability of credit to purchase goods
5. Branding and advertising is in all aspects of life
6. Linked to illnesses, such as ‘binge shopping’.

Question 8

List the three Structural views on the theories of Consumption and Identity.

Answer 8

1. Work is separate from leisure.
2. Work and social position are the major influences on our identity: we are what we earn.
3. Leisure and consumption are determined by the structures of society: social position is a key influence on how we spend our time and money.

Question 9

What is the criticism of the Structural views on the theories of Consumption and Identity by Structuralists?

Answer 9

Structuralists cannot agree amongst themselves as to which factor is the most important determinant of consumption and leisure.

Question 10

What is the criticism of the Structural views on the theories of Consumption and Identity by Postmodernists?

Answer 10

Postmodernists argue that structural views are outdated, and fail to recognise the fact that disposable income has increased among all social groups, blurring distinctions between them and making consumption and leisure more available to everyone.

Question 11

Marxist views on consumption & identity (structural).

How do they view the Social Class on our Identity?

Answer 11

Social class is the key influence on our identity and on the way we spend our time and money (Parker – extrinsic rewards and intrinsic satisfaction)

Question 12

Marxist views on consumption & identity (structural).

How do they view the increase in consumerism on the Identity of the Ruling Class and the Working Class?

Answer 12

The increase in consumerism benefits the r/c, creating false needs in the w/c, driving up profits for the r/c, spreading dominant ideology and keeping them in a state of false consciousness.

Question 13

Marxist views on consumption & identity (structural).

How do they view Leisure and Consumption on Identity of the Working Class?

Answer 13

Leisure and consumption help to distract the w/c from the reality of their exploitation and provide a release from the misery of their working lives.

Question 14

Marxist views on consumption & identity (structural).

How do they view the Mass Consumption on the Identity of the Working Class?

Answer 14

Mass consumption and leisure has led to a passive working class who lose their abilities to make critical choices (Adorno).

Question 15

What is the Postmodernist argument against the Marxist views on Consumption and Identity?

Answer 15

Postmodernists argue that disposable income has increased among almost all social groups, blurring the distinctions between classes and making consumption and leisure more available to everyone.

Question 16

What is the argument of other (non-Postmodernist) Structuralists against the Marxist views on Consumption and Identity?

Answer 16

Other structuralists argue that other factors are more important determinants of consumption and leisure, e.g. gender and ethnicity.

Question 17

What is the key influence on our identity for Feminism reflecting on the role of Consumption and Leisure on Identity?

Answer 17

Gender is the key influence on our identity and on the way we spend our time and money (Green et al.).

Question 18

What is the Feminist view on the allocation of time for leisure between the two genders?

Answer 18

The domestic role of women provides women with less time than men, restricting their opportunities for leisure.

Question 19

In terms of Feminism how are the opportunities for Women to have their identity affected by Consumption and Leisure?

Answer 19

Women’s opportunities are restricted by:
1. The domestic role: less time for leisure and less disposable income for consumption.
2. Dominance of men in many leisure venues
3. Fear of physical attack when out alone
4. Patriarchal ideology

Question 20

What is the view of Feminists on the amount of disposable income for females to have their Identity affected by Consumption and Leisure?

Answer 20

Their domestic role also provides women with less disposable income, restricting their opportunities for consumption.

Question 21

What factors affect Women’s opportunities for Consumption and Leisure according to Feminists?

Answer 21

Women’s opportunities for consumption and leisure are also restricted by the dominance of men in many leisure venues, women’s fears of physical attack when out alone, and patriarchal ideology (e.g. guilt at leaving children to go to the gym).

Question 22

Feminist views on consumption & identity.

The same criticisms of the Marxist view can be made of the feminist view, replacing class with gender

Answer 22

The same criticisms of the Marxist view can be made of the feminist view, replacing class with gender

Observation.

Question 23

What did Lyotard note in 1984 about the Postmodernist views on Consumption and Identity?

Answer 23

Lyotard (1984) notes that these all-embracing explanations/grand theories (focusing on gender, social class or ethnicity) or ‘meta-narratives’ no longer explain the identities that people adopt and the differences between them and people no longer relate to these meta-narratives in forming their identities.

Question 24

Postmodern view on Consumption and Identity. Are identities more fluid and constantly changing?

Answer 24

Identities are much more fluid and constantly changing.

Question 25

Postmodern view on Consumption and Identity. Work is no longer a major influence on our identity. What is?

Answer 25

Work is no longer a major influence on our identity. Instead, we are defined by consumption and leisure, especially the mass media – we are what we buy.

Question 26

Postmodern view on Consumption and Identity. Are we restricted by our social position?

Answer 26

We are no longer restricted by our social position, because social groups have fragmented and the boundaries between them have become blurred.

Question 27

What did Roberts argue about what we do in our leisure time affects our Identity?

Answer 27

Roberts (1986) argues that what we choose to do in our leisure time, the products we consume and the lifestyles we adopt are far more significant in forming our identities today. We have unlimited choice of leisure activity and lifestyle and we can create the identity that we wish.

Question 28

Bocock in 2004 note that Consumption is important to us for our Identity. Expand.

Answer 28

Bocock (2004) consumption is important as what we buy can enable us to create an identity that we wish to project on others. This defines us, not work etc. We are in effect ‘buying an identity’.

Question 29

What is Hybridity in terms of Identity formed by Consumption?

Answer 29

This choice leads to hybridity – a combination of different styles and cultural forms.

Question 30

Consumption and its effect on Identity cannot overcome inequalities between social positions. Discuss

Answer 30

Inequalities between social positions continue and therefore continue to affect our identities and the choices available to us. (e.g. men dominate video games; racism is evident in many British sports)

Question 31

Marxists argue that the Working Class do not have the time of money to do what when considering Consumption and the Identity that would be suggested by which group of Theorists?

Answer 31

In particular, Marxists argue that the w/c do not have the time or money to construct their identities around consumption and leisure in the way suggested by postmodernists.

Question 32

Markists Clarke and Critcher in 1995 stated that the Leisure industry had become…

Answer 32

Marxists Clarke & Critcher (1995): leisure has become a highly organised and commercialised multinational industry concerned with making profits.

Question 33

What do large corporate organisations and globally market do to affect our Identity?

Answer 33

Large corporations shape and manipulate people’s choice of leisure activities, consumer goods and shopping habits.

Global marketing of consumer goods creates endless demand for new ‘must-have’ products and services

This convinces people that identity depends on buying into latest lifestyle trends benefits big business and the ruling class.

Question 34

What are the sociological views on the link between consumption and identity

Summary of the Debate

Theory: Moderism
View: Social Class

Answer 34

Social class is the key influence on our identity and on the way we spend our time and money (Parker – extrinsic rewards and intrinsic satisfaction)

The increase in consumerism benefits the r/c, creating false needs in the w/c, driving up profits for the r/c, spreading dominant ideology and keeping them in a state of false consciousness.

Leisure and consumption help to distract the w/c from the reality of their exploitation and provide a release from the misery of their working lives.

Mass consumption and leisure has led to a passive working class who lose their abilities to make critical choices (Adorno).

However:
Postmodernists argue that disposable income has increased among almost all social groups, blurring the distinctions between classes and making consumption and leisure more available to everyone.

Other structuralists argue that other factors are more important determinants of consumption and leisure, e.g. gender and ethnicity.

Question 35

What are the sociological views on the link between consumption and identity

Summary of the Debate

Theory: Feminism
View: Gender

Answer 35

Gender is the key influence on our identity and on the way we spend our time and money (Green et al.).

 The domestic role of women provides women with less time than men, restricting their opportunities for leisure.

 Women’s opportunities are restricted by: 1 - The domestic role: less time for leisure and less disposable income for consumption. 2 - Dominance of men in many leisure venues. 3 - Fear of physical attack when out alone. 4 - Patriarchal ideology

 Their domestic role also provides women with less disposable income, restricting their opportunities for consumption.

 Women’s opportunities for consumption and leisure are also restricted by the dominance of men in many leisure venues, women’s fears of physical attack when out alone, and patriarchal ideology (e.g. guilt at leaving children to go to the gym).

However:
 The same criticisms of the Marxist view can be made of the feminist view, replacing class with gender.

Question 36

What are the sociological views on the link between consumption and identity

Summary of the Debate

Theory: Postmodernism
View: Fluidity

Answer 36

 Lyotard: notes that these all-embracing explanations/grand theories (focusing on gender, social class or ethnicity) or ‘meta-narratives’ no longer explain the identities that people adopt and the differences between them and people no longer relate to these meta-narratives in forming their identities.

 Identities are much more fluid and constantly changing.

 Work is no longer a major influence on our identity. Instead, we are defined by consumption and leisure, especially the mass media – we are what we buy.

 We are no longer restricted by our social position, because social groups have fragmented and the boundaries between them have become blurred.

 Roberts: argues that what we choose to do in our leisure time, the products we consume and the lifestyles we adopt are far more significant in forming our identities today. We have unlimited choice of leisure activity and lifestyle and we can create the identity that we wish.

 Bocock: Consumption is important as what we buy can enable us to create an identity that we wish to project on others. This defines us, not work etc. We are in effect ‘buying an identity’.

 This choice leads to hybridity – a combination of different styles and cultural forms.

However:
 Inequalities between social positions continue and therefore continue to affect our identities and the choices available to us. (e.g. men dominate video games; racism is evident in many British sports)

 In particular, Marxists argue that the w/c do not have the time or money to construct their identities around consumption and leisure in the way suggested by postmodernists.

 Marxists Clarke & Critcher: leisure has become a highly organised and commercialised multinational industry concerned with making profits.

 Large corporations shape and manipulate people’s choice of leisure activities, consumer goods and shopping habits.

 Global marketing of consumer goods creates endless demand for new ‘must-have’ products and services

 This convinces people that identity depends on buying into latest lifestyle trends benefits big business and the ruling class.

Question 37

How much choice is there in identity and lifestyle?

Answer 37

Postmodernists argue that we have unrestrained choice about leisure activities and we are completely free to choose the lifestyle that we wish to adopt. However, this ignores a range of factors that are still important influences, or constraints on the consumption patterns of individuals, such as:

1. Gender
2. Sexuality
3. Ethnicity
4. Age
5. Social Class

Question 38

Reflecting on Consumption and Leisure: Women have increased economic independence, which leads to what?

Answer 38

Women have increasing economic independence and therefore more disposable income

So they have become a significant target market for consumption and leisure (e.g. women’s car insurance – now outlawed)

So Consumption & Leisure have become more influential source of identity for women

Question 39

Consumption and Leisure have become more influential to the source of Identity for Women, which has led to the emergency of which term?

Answer 39

Leading to the emergence of ‘ladette’ culture, where women drink, smoke and party like men.

Question 40

For Feminists is the Consumption and Leisure activities for women still defined by Gender?

Answer 40

Feminists: women’s consumption and leisure continue to be defined by gender

Question 41

The key study by Deem in 1986 and 1990 came from research in Milton Keynes came up with three main observations. What were these?

Answer 41

1. Women’s leisure activities often combined with aspects of childcare e.g. going swimming with children at leisure centres
2. Patriarchal control restricted women’s leisure opportunities to those approved of by their male partners e.g. male partners felt threatened by activities that might bring them into contact with other men, such as clubbing with the girls
3. Evidence that men tend to view shopping as a chore – a necessary way of obtaining things they need; women see it as an enjoyable leisure activity, concerned with improving appearance and making themselves feel good.

Question 42

Gay Subcultures are focused around Consumption and Leisure because of what term, and can you describe the term?

Answer 42

Gay subcultures are focused around consumption and leisure because of ‘pink pound’ – the disposable income of the gay market.

Question 43

Gay Subcultures are targets by which organisations for Consumption and Leisure?

Answer 43

So these subcultures are targeted by clubs, bars and restaurants.

Question 44

The importance of appearance has caused gay men to be increasingly targeted by which organisations?

Answer 44

Gay men are increasingly targeted by male beauty products, because of the importance of appearance to gay subcultures.

Question 45

Do people make cultural choices of leisure activities depending on ethnic group?

Answer 45

Yes

People make cultural choices of leisure activities depending on ethnic group, E.g. Indians watching Bollywood movies, Muslims avoiding places that serve alcohol

Question 46

Does racism affect minority groups in the field of Consumption and Leisure?

Answer 46

Some minority ethnic groups may find activities restricted by racism E.g golf before Tiger Woods perceived as white man’s game – many golf clubs restricted membership

Question 47

Does racism restrict the choice of purchase of some products?

Answer 47

Ethnic minorities may use products of culture industries as a way of reflecting their resistance to racism rather than freely choosing them

Question 48

Are minority groups fairly represented in all sports?

Answer 48

Minority ethnic groups well represented in sports, music and actors but underrepresented in some sports such as swimming, golf and tennis

Question 49

How does higher unemployment affect Consumption and Leisure in ethnic minority groups?

Answer 49

Unemployment is higher for ethnic minority groups and therefore limits their leisure choices

Question 50

What are Asian women more likely to be restricted to home-based activities?

Answer 50

Asian women more likely to be restricted to home-based activities because of culturally defined roles

Question 51

Do younger British-born minorities have less restrictions?

Answer 51

Younger British-born people from minority ethnic groups are less constrained by their parents’ culture

Question 52

How does age affect the Fashion and Leisure industries?

Answer 52

A ‘Cult of youth’ dominates fashion and leisure industries

Question 53

How does Media affect the Fashion and Leisure industries?

Answer 53

The mass media communicates trends, which leads to a spread of youth culture and subcultures

Question 54

How do global manufacturers use resistant subcultural styles?

Answer 54

Resistant subcultural styles are incorporated (taken in) and commodified (turned into something they can sell) by global manufacturers

Question 55

Young people today are more likely to choose what style fashion that was less available previously?

Answer 55

Young people today more likely to pick and mix from past subcultures.

Question 56

New technology provides the youth with what subculture?

Answer 56

New technology provides youth with a ‘virtual youth’ subculture e.g. gaming.

Question 57

What is the trend for young people with time with their peers?

Answer 57

Young single people spend more time outside the home in the company of their peer groups.

Question 58

Young people and disposable income. How had this changed from previous generations?

Answer 58

They have more disposable income than previous generations: therefore are more leisure-centred than any other age group: most have economic independence without financial commitments and responsibilities

Question 59

Is Consumption important for the formation of Identity for young people?

Answer 59

Consumption is important to the construction of their identities through clothes, music, clubs, pubs and concerts.

Question 60

Parker noted that the perception of Age has changed in recent years. What did she/he say?

Answer 60

Parker: the mass media has led to infantilized adults and adultised children, so there is less difference between age groups than ever before.

Question 61

What did Scratton and Bramham argue about the view of Postmodernists on the Consumption and Leisure of the Social Class in 1995.

Answer 61

Scratton & Bramham (1995) argues that postmodernists idea of choice completely ignores the constraints of money in relation to what products you can consume and what leisure activities you can afford.

Question 62

What did Bauman and May in 2004 provide to the debate of Social Class on Consumption and Leisure?

Answer 62

Bauman & May (2004) – Choice takes place within a society in which resources are unequally distributed (taking into account the structural forces of society)

Question 63

Bourdieu in 1984 notes that Social Class is directly linked to Culture and therefore to Identity and Leisure. What conclusions did she/he draw from his studies?

Answer 63

Bourdieu (1984) notes that social class is directly linked to culture and therefore to identity and leisure. This leads to working class engage in popular culture leisure activities, such as football or drinking in pubs and the upper class engage in ‘highbrow’ cultured leisure activities, such as theatre and classical music. Bennett (2009) notes that whilst there is a connection between class, identity and leisure, other factors are important aswell. The upper class tend to be cultural omnivores who enjoy many different types of culture not just highbrow culture.

Question 64

For Social Class: Consumption and Leisure. What are the Middle Class more likely to have?

Answer 64

MC: more likely to have active and diverse range of leisure activities than either w/c or u/c

Question 65

For Social Class: Consumption and Leisure. What are the Upper Class more likely to have?

Answer 65

UC: more likely to spend leisure time at exclusive social events (e.g. Henley, the Chelsea Flower Show) or pursuing exclusive sports (e.g. Polo) than either of the other two classes.

Question 66

What did the theorist Parker state in 1976 about the Social Class and the effect of Consumption and Leisure on Identity?

Answer 66

Key theorist: Parker (1976)

• The type of work we do defines the nature of our leisure activities
• The traditional WC do manual work that offers extrinsic rewards (when jobs are done for the wages we receive rather than enjoyment from the work itself)
• They therefore choose leisure activities that provide an escape from work
• MC professionals work in jobs with high levels of intrinsic satisfaction(when jobs are done not just for the wages but also provide a sense of personal fulfilment)
• They are more willing to allow activities associated with work to be part of leisure time

Question 67

How was Parker criticised about his view on the Social Class and the effect of Consumption and Leisure on Identity?

Three Views

Answer 67

Parker has been criticized for being deterministic – doesn’t take into account the choices people can make in leisure activities – e.g. activities vary even among those in same occupation.

Overemphasizes the importance of work in shaping leisure activities: not everyone is in full-time employment e.g. students, full-time housewives, retirees, the unemployed.

Feminist writers e.g. Deem 1990 argue Parker does not take into account the way gender influences leisure – women are constrained far more by domestic labour and control by men than paid employment

Question 68

What are the five key features of consumption and leisure in today’s society?

Answer 68

1. Consumption and leisure have become an increasingly important part of our identity.
2. Average working hours have decreased – more time for consumption and leisure
3. People have more disposable income – more money for consumption and leisure
4. Work is no longer separated from the home, so that work and leisure blur into one another. New technology allows us to read business emails in leisure time. Many of us work in leisure industries and some of us set up businesses as a result of our leisure interests
5. What we do in our leisure time has become an important part of our self-presentation

Question 69

What are the five key features of the Changing of Leisure in today’s society?

Answer 69

1. Boundaries between social class and leisure have blurred – we can all pick and choose how we spend our time regardless of social class (PM argument)
2. Leisure patterns are dominated by a ‘cult of youth’, driven by young people’s increasing disposable income
3. New technology has led to virtual worlds and a ‘virtual youth’ subculture
4. Leisure has become increasingly commercialized
5. The mass media has resulted in a massive shift in the way we spend our leisure time

Question 70

What are the four key features of the Changing of Consumption in today’s society?

Answer 70

1. Consumer lifestyles have become an important source of identity – people base their identities on what they buy rather than what they earn – so no longer defined by class
2. We increasingly consume goods that are not necessary for survival
3. Shopping has become the new religion (cathedrals = shopping malls, rituals = selecting, queuing and paying)
4. There is an increase in virtual consumption: many of the goods we buy do not have physical form any more, e.g. digital music.