Consumer As Victim

Question 1

Flipside of consumer sovereignty

Answer 1

Victimhood: potential for consumer to be exploited in a free market
- liable to be defrauded, manipulated and short-changed

Question 2

Idea of victimhood plays central role in debates about modern consumerism. Victomhood is seen as 2 things

Answer 2

1. Exceptional - market can correct itself (by marketplace)
2. Endemic(inherent to market) - need for laws to protect consumers (by govt.)

Question 3

Two downsides of consumer culture

Answer 3

1. Commitment to consumer-culture cab result in: envy, possessiveness, and non-generosity
2. Materialism can have alienating dehumanizing effects

Question 4

Define alienation

Answer 4

Sociological concept

“ a condition in social relationships reflected by a low degree of integration or common values and a high degree of distance or isolations between individuals, or between an individual and a group of people in a community or work environment”

Question 5

What does alienation lead to

Answer 5

Feelings of powerlessness, meaninglessness, normlessness

Question 6

Explain the rat race

Answer 6

Work harder, earn more, spend more=> *supposedly” reach happiness
- you can never get ahead

Question 7

Critiques of Consumerism: Capitalism requires constant…

Answer 7

Capitalism requires constant consumption - forces individuals to be consumers

Question 9

Critiques of Advertising

Answer 9

Advertising is manipulative

• “false” needs and false promises
• constant feelings of insecurity

Question 10

Advertising is seen as manipulative as it gives intrinsic meaning to things that have none

No object has an…

Consumer goods also have …

Answer 10

No object has an intrinsic or “natural” meaning

Consumer goods also have no intrinsic meaning

Question 11

Who and how is intrinsic me

Question 12

Who gives meaning to objects that actually have no intrinsic meaning

Answer 12

Society defines meaning

Question 13

Who and how is meaning given to consumer goods, even though they have no intrinsic meaning (2 p)

Answer 13

1. Meanings attached by advertising agencies
   - cigarettes = cool/rebel
2. Advertising agencies attempt to
   - fix meanings and guide consumer’s thinking
   - try to influence the subconscious

Question 14

Critical Consumers use consumption for…

Answer 14

Their own purposes
-> difficult to control by advertisers (especially with internet)
> new meaning-making going on in public spaces that reach multitudes (e.g. timberland - brand not always in control of brand)