identity and consumption Flashcards
what is said about hegemonic gender identities and consumption?
masculinity e.g. - gym membership, pubs, football games
femininity e.g. - makeup, shopping, care about appearance
they may ‘conspicuously consume’ to gain status and reputation in society
why may homosexual ppl consume heterosexual leisure activities?
to avoid stigmatised identity that comes with homosexuality. ‘looking glass self’
what is meant by the pink pound?
the spending power of the LGBTQ+ community. following the legalisation in 1967, businesses saw the opportunity to appeal to this group and range aimed products e.g. rainbow pride flag 1978 can be seen on poppies and Vaseline.
what is meant by rainbow washing?
using the rainbow colours in advertising or on products to indicate support and earn consumer credibility often with minimal effort.
An example of rainbow washing.
brands change their logos during pride to attract new consumers and virtue signal diversity.
e.g. Barilla
what is meant by the term colour washing?
” the profit driven practice of corporations deceptively communicating unsubstantiated values in products and services to appeal and market them to socially and environmentally aware consumers”
what is meant by the term pink washing?
related to female empowerment with companies promoting a female façade whilst still having a gender pay gap or employment policies with exploit women.
what is meant by greenwashing?
delivering misleading messages about sustainability practices e.g. ‘eco friendly’ when it’s not e.g. coca cola when they contribute to plastic pollution.
what is meant by the term brown washing?
common during BLM, many companies claimed to support BAME community without implementing any practices to empower them.
what is meant by the term whitewashing?
when a brand is related to a tragedy or negative event but doesn’t take responsibility for what has happened e.g. rana plaza collapse in 2013 (Bangladeshi factory incident for Primark :- 1,134 died)
it took 10 years for compensation
what is meant by the term sportswashing?
the practice of countries with poor human rights records attracting positive publicity and attention through hosting sports events.
how does Veblen’s conspicuous consumption influence the view of social class and consumption?
wealth gives the ruling elite purchasing power beyond most of society which ‘buys’ them respect and status.
leisure choices are also a form of consumption.
what have feminists said about gender and consumption?
women’s leisure is far more likely to be influenced by the demands of domestic labour and control by men.
they often have responsibility for elderly and children which restricts their opportunities in leisure.
what does Oakley say about socialisation and its influence on women’s leisure?
from our primary socialisation we are gender socialised by canalisation, verbal appellations, manipulation and differential activities which influence leisure activities.
some are more associated with one sex.
what does Deem 1986 say about women’s leisure?
women’s leisure is combined with childcare.
she found patriarchy restricts women’s leisure opportunities to ‘approved activities’ .
this patriarchal control was further emphasised by the harassment of women in public.
how do men feel about women and their leisure?
they feel threatened by women’s independent leisure, particularly when in social contact with other men.
activities like clubs and pubs weren’t approved.
how does marginalisation of disabled ppl effect their consumption?
many consumption choices aren’t accessible for them.
clothing can be difficult to get on or not appropriate to their needs, places can be dangerous or info may not be displayed properly.
how does the media marginalise disabled people?
stereotype them potentially leading to SFP and creating prejudice.
what are 5 examples of Barnes’s media portrayal of disabled ppl?
- sexually abnormal e.g. Maltesers adverts
- as villains e.g. monsters inc.
- as a burden e.g. me before you
- as normal e.g. Paralympics
- in need of charity e.g. red cross adverts
what does Roper 2003 suggest about about mass media representations of disability?
the representation on telethons can create problems and suggest telethons over-rely on ‘cute’ children who aren’t that representative of the range of disabled ppl in Britain.
he argues they primarily aimed at encouraging public to alleviate their guilt and their relief that it isn’t them by giving money.
how have disabilities been accepted through the influence of globalisation?
- it has allowed those with rare conditions to connect and create support. e.g. SWAN (syndrome without a name) and WRONG PLANET (those with ASC)
- also awareness days and weeks such as odd sock day for down syndrome raises awareness.
- podcasts and social media allow for a wider range of commentators
- increase in tech increases inclusion.
- the development of AI to help those with sight loss access memes.
what is meant by the term ‘cultural defence’ as developed by Steve Bruce 2000?
it was originally used to explain how religion can be a source of emotional support for those who live in an uncertain, hostile, new environment however this could be extended to national identity.
what does Banks 2020 say about the issues withing race, ethnicity and consumption?
she explored issues such as multicultural marketing, cultural appropriation, consumer racial profiling, urban food deserts and racialized political consumerism.
found that some minority ethnic groups still find their activities restricted.
what is meant by the term cultural appropriation?
when members of a majority adopt cultural elements of a minority group in an exploitative, disrespectful, or stereotypical way e.g. Gucci’s turbans
