Cultural Studies 2 - Week 4 Overview

Cultural Studies 2 - HUSCA2-44

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Week 4: Lesson 1

• Discussion of assignment
• Consumption's role in society's development
• Society's evolution into a consumer-based culture
• Influences like fashion, shopping, and advertising

Week 1: Lesson 1 - Assignment Discussion

• Discussion of assignment to be delivered
• Essay structure
  • Introduction, body, conclusion
  • Introduction focusing on 4 elements
    • Topic sentence: main idea/argument
    • Aim: why the essay is written (+ investigating/discussing/analyzing)

Introduction of the Assignment

• Methodology: different methods used in research/assignments
• Structural layout: outline of the assignment body

Example of an Introduction

• States need to cooperate to survive in the ever-changing international system (political, social, economic relationships)
• Technological advancements significantly impact globalization
• Assignment analyzes globalization's impact on governments, its positive and negative implications.
• Various resources (books, textbooks, journals, articles) to gather information

The Body of the Assignment

• Follow a logical structure (Table of Contents)
• Information based on evidence and research
• Consistent analysis and argument

Body of the Assignment (Continued)

• Unity between paragraphs
• Paragraph planning: group related aspects
• Logical, continuous thought flow

Body of the Assignment (Continued)

• Paragraph structure:
  • Topic sentence: main idea
  • Explanation: detail of idea
  • Evidence: research examples/statistics (in-text references)
  • Comment: strengths/limitations of evidence, how it connects to the topic sentence
  • Link: summarizes, shows connection to overall argument

Conclusion of the Assignment

• Summarizing previous discussions/arguments
• Assessing whether introduction's goals were achieved
• Addressing any remaining questions/issues

Conclusion of Assignment (Continued)

• Restating problem & position
• Summarizing key points
• Implications/broader significance

Quick Activity

• Referencing guide download from resource center
• Pen and paper needed
• Complete table on next slide
• Paper swap with neighbor
• Mark papers out of 20

Referencing Activity

• Table for in-text references and reference lists (one author, two authors, etc.)

Consumption, Collaboration, and Digital Media

• Gradual change towards a new type of society
• Interconnected subjects: consumption, new media technologies, transformation of lives/culture
• Examples: "participatory culture", [Longhurst, Brian/Smith, Greg/Bagnall, Gaynor. Introducing Cultural Studies]

Consumption

• Identification of consumer culture as a specific form of material culture (interlinking production/consumption)
• Consumption through consumer lens: how people convert things [Longhurst, Brian/Smith, Greg/Bagnall, Gaynor. Introducing Cultural Studies]

Consumption (Continued)

• History of consumption, including Karl Marx's work (bourgeoisie/proletariat, focuses on production)
• Marx critiqued contemporary culture and the culture industry
• [Longhurst, Brian/Smith, Greg/Bagnall, Gaynor. Introducing Cultural Studies]

Contemporary Culture

• Ideas, beliefs, practices, and values of the present time
• Globalization, technological advancements, political and social movements shape today's culture
• Interactions among different cultural groups
• [Adorno, T. W., & Horkheimer, M. (2002). Dialectic of Enlightenment. Stanford University Press.]

Key Aspects of Contemporary Culture

• Globalization: cultural exchange
• Digitalization: online access to information and expression

Key Features of Contemporary Culture (Continued)

• Diversity and Inclusion: growing importance of diversity in a number of areas (race, gender, etc.)
• Consumerism: material consumption and brand identity shaping personal identity

Key Features of Contemporary Culture (Continued)

• Art and Media: modern forms reflect social/political/environmental issues (climate change, inequality, etc.)

Cultural Industry

• Introduction by critical theorists (Max Horkheimer and Theodor Adorno)
• Sector of the economy (production, distribution, commercialization of cultural goods/services)
• Commercial potential of culture (film, television, music, fashion, video games, advertising)
• [Hesmondhalgh, D. (2013). The Cultural Industries. Sage.]

Cultural Industry Features

• Commodification of culture: turning cultural products for profit
• Mass production and standardization: products often tailored for wide audiences

Cultural Industry (Continued)

• Focus on profit over artistic integrity
• Influence of media conglomerates
• [Hesmondhalgh, D. (2013). The Cultural Industries. Sage.]

Cultural Industry (Continued)

• Cultural production differences not artistic expression, only a way to avoid untapped market
• Entertainment disguises exploitation and allows capitalism to run

Cultural Industry (Continued)

• Frankfurt School's critique of popular culture (elite culture vs. popular culture)
• Liberation potential of art/culture but capitalist profit limits

Consumption Patterns

• Social hierarchy based on consumer patterns and choices; new rich mimic upper classes.

Pierre Bourdieu (Theorist)

• Complex sociological study of cultural consumption.
• Link between cultural practice/social origins
• Cultural tastes correspond to one's education and social class

Pierre Bourdieu (Continued)

• Cultural knowledge/understanding that people accumulate through upbringing and education
• "Cultural capital" represents resources (wealth, power, status)

Michael De Certeau (Theorist)

• Capitalism is exploitative, but popular culture gives tools to resist
• Everyday life is a site of "guerrilla warfare"
• Everyday practices, shopping, leisure, acts of subversion

Fiske (Theorist)

• Popular culture is contradictory
• While created for profit, consumers create their own meanings and uses.
• Shopping malls are sites for both consumption and resistance (e.g., hanging out)

Lesson 2: Consumer Society

• Consumption's central role in contemporary society
• Shopping as a social/leisure activity
• Implications for gender roles and identities

Gender in Consumerism

• Shopping's gendered nature (Historically seen as women's activity)
• Reinforces gender roles + inequalities (beauty/fashion)
• Consumerism's growing role in people's everyday lives (not just women)
• Shopping as a form of leisure/relaxation

Gender in Consumerism (Continued)

• Access to shopping/public places gives women freedom
• City life enables active participation in public life

Consumer Society

• Shopping involves skill and knowledge (household budgets)
• Skills/knowledge shouldn't be underestimated

Consumer Society (Continued)

• Fashion and clothing significant forms of consumption
• Visible display of consumer items

Fashion

• Fashion Origins (Middle Ages/aristocracy)
• Social status indicator (19th Century)
• Modern times: outward appearance is critical (instant impressions)

Fashion (Continued)

• Coping mechanism for ever-changing society
• Fashion provides security/identity/belonging.
• Modern life's tensions: need for belonging/need to express uniqueness
• Fashion as a form of communication

Fashion (Continued)

• Display items create images, constellations of meaning: fashion as a means for personal expression
• Consumer items/clothing can make someone visible or create their brand recognition

Advertising

• Attempts to pinpoint the origin of advertising
• Advertising's significance becomes apparent in the post-war period (specifically in the 1950s) +
• Role and importance of advertising in consumer culture

Advertising (Continued)

• Advertising sells more than just a product; it sells a lifestyle
• Advertising's pervasive presence (everywhere)
• Advertising on different mediums: television, radio, billboards, internet/web, etc.

Advertising (Continued)

• Digital Technologies transform advertising
• Increased access to information and choice (more price-aware consumers)