Week 4 HUSCA2 1 (1) - Cultural Studies 2

Cultural studies 2 HUSCA2-44 Eduvos (Pty) Ltd (formerly Pearson Institute of Higher Education) is registered with the Department of Higher Education and Training as a private higher education institution under the Higher Education Act, 101, of 1997. R...

Cultural studies 2 HUSCA2-44 Eduvos (Pty) Ltd (formerly Pearson Institute of Higher Education) is registered with the Department of Higher Education and Training as a private higher education institution under the Higher Education Act, 101, of 1997. Registration Certificate number: 2001/HE07/008 Week 4: Lesson 1 To do list Discussion of assignment Consumption and its role in the development of society and how society (especially as a result of capitalist ideology) has evolved into a consumer- based culture, characterized through fashion, shopping and advertising.. Week 1: Lesson 1 Assignment discussion Discussion of Assignment (What is expected to be delivered): Discussion of question;(Topic) Broad overview of what an essay should have; An essay should have an introduction, body, conclusion In an introduction you focus on the 4 elements: Topic sentence- Introduces the main idea or argument providing a clear sense of what to expect in the subsequent discussion. The aim of the essay- gives a clear indication of exactly why the essay is being written, is the essay investigating, or discussing or analyzing. Introduction of the assignment The methodology- is the different methods that one uses when doing an assignment or research. The structural layout- is the outline of what to expect in the body of the assignment Example of an Introduction States have realized that in order to survive in the ever-changing Nature if the international system, Co operation between states is important. These can be interms of political, social or economic relationships. The advancement of Technology has also played an important role in increasing Globalisation, but as much as it has its positives it also has its negative aspects. The assignment aims to discuss globalisation and its impact on governments showing their positive and negative implications. The discussion will use various literatures such as books, textbooks, journals and online articles to help gather information needed. Section 1 will give an extended definition of globalization: section 2 will then discuss the positive and negative implications of globalization on governments ; and lastly Section 3 will provide a summary to conclude the assignment. The body of the assignment This is the main part of your assignment. Keep the following in mind: - Follow a logical structure (the one indicated in your table of contents) - The information should be based on evidence and research - The main idea is a consistent analysis and argument of the topic Body of the assignment There has to be a form of flow or unity from paragraph to paragraph Carefully plan which aspects of your topic should be grouped together when writing the paragraphs All paragraphs together must form a logical and continuous line of thought Body of the assignment When structuring the paragraphs within the body of the assignment, try this! Topic sentence – the first sentence in a body paragraph that tells the reader what the main idea or claim of the paragraph will be. Explanation – Explain what you mean in greater detail. Evidence – Provide evidence to support your idea or claim. Here you refer to your research (case studies, statistics, academic books or journal articles) Remember that all evidence will require an appropriate in-text reference) Comment – Consider the strengths and limitations of the evidence and examples you have presented, explain how the evidence supports your claim (how does it “prove” your topic sentence) Link – Summarize the main idea of the paragraph, make it clear how this paragraph supports your overall argument.  Conclusion of the assignment What should your conclusion DO?  Draw together the threads of previous discussions/arguments by summarising them in a few sentences or paragraphs (in the case of a longer project);  Check whether all the goals stated in the introduction have been achieved. In this section it is appropriate to refer to any questions or issues that remain unresolved. Hint: Write the final draft of the introduction and conclusion together. This way you can be sure they correspond! Conclusion of assignment Quick Activity Instructions Download the referencing guide from the resource centre Take out a pen and paper Fill out the table on the next slide Swap papers with the person next to you Mark and give them a mark out of 20 Referencing activity  Consumption, collaboration and digital media We have over recent decades seen a gradual change towards a new kind of society. This chapter focuses on the interconnected subjects of consumption and new media technologies, and their role in the transformation of our everyday lives and a more ‘participatory’ culture. [Longhurst, Brian/Smith, Greg/Bagnall, Gaynor. Introducing Cultural Studies] Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Consumption The identification of consumer culture as a specific form of material culture helps ensure that it is studied in relation to interlinking cycles of production and consumption or reappropriation. The consumption that is referenced via consumer culture can, through the lens of material culture, the manner in which people convert things to ends of their own’. [Longhurst, Brian/Smith, Greg/Bagnall, Gaynor. Introducing Cultural Studies] Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Consumption Consumption can be traced back to the work of Karl Marx. Marx was concerned with how society was primarily divided between those who had resources and power (the bourgeoisie) and those who did not (the proletariat) Marx’s interest was primarily focused upon the process of production (rather than consumption) and its role in shaping the nature of society and culture. When focusing on what shapes society and culture Marx develops a consideration and critique of contemporary culture and the culture industry. [Longhurst, Brian/Smith, Greg/Bagnall, Gaynor. Introducing Cultural Studies] Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Contemporary culture Contemporary culture refers to the set of ideas, beliefs, practices, customs, and values that characterize the present time. It is dynamic and constantly evolving, shaped by various factors, including globalization, technological advancements, political and social movements, and interactions between different cultural groups. Adorno, T. W., & Horkheimer, M. (2002). Dialectic of Enlightenment. Stanford University Press. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Contemporary culture Key aspects of contemporary culture include: Globalization: A significant characteristic, where cultural products, practices, and ideas flow freely across national boundaries, influencing and transforming local cultures. Digitalization: The internet and social media platforms have become central to contemporary cultural expression, making information, art, and communication more accessible and interactive. Adorno, T. W., & Horkheimer, M. (2002). Dialectic of Enlightenment. Stanford University Press. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Key features of Diversity and Inclusion: Contemporary culture increasingly values diversity in terms of race, gender, sexuality, and ethnicity, and there are growing calls for inclusion and representation of marginalized groups. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Key features Consumerism: In contemporary culture, material consumption and brand identity often play a significant role in shaping individual and group identities. Art and Media: Modern art, film, music, and literature often reflect current social, political, and environmental concerns, emphasizing issues like climate change, inequality, and human rights. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Cultural industry The concept of cultural industry was introduced by critical theorists Max Horkheimer and Theodor Adorno in their work "Dialectic of Enlightenment" (1944). Cultural industry refers to the sector of the economy that is involved in the production, distribution, and commercialization of cultural goods and services. This industry transforms cultural activities into economic activities, emphasizing the commercial potential of culture. The cultural industries include areas such as film, television, music, publishing, fashion, video games, and advertising, among others. Hesmondhalgh, D. (2013). The Cultural Industries. Sage. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Cultural industry Key features of the cultural industry include: Commodification of Culture: Cultural goods are turned into marketable commodities, where artistic and cultural works are produced for mass consumption and profit. Mass Production and Standardization: Cultural products are often standardized to appeal to the widest possible audience, leading to the homogenization of culture. Hesmondhalgh, D. (2013). The Cultural Industries. Sage. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Cultural industry Profit Orientation: The primary objective of cultural industries is to generate economic profit, sometimes at the expense of artistic or intellectual integrity. Influence of Media Corporations: Large media conglomerates often dominate the cultural industry, controlling production, distribution, and access to cultural products. Hesmondhalgh, D. (2013). The Cultural Industries. Sage. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Cultural industry In this system of cultural production, differences in films or music are not so much a reflection of creativity or artistic expression, but rather a method of ensuring that no section of the market is under-exploited, which ensures that something is provided for all so that no one may escape This capitalist profiteering disguises itself as the object of enjoyment. It is the entertainment and enjoyment that popular culture offers which Adorno suggests provides a release and escape for people, taking their minds off their exploitation and allowing capitalism to run smoothly. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725 Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Cultural industry The Frankfurt School’s reading of popular culture has been extensively criticized, most notably as a form of cultural elitism, where high culture such as art and opera music is seen to have more value over other ‘popular’ forms such as pop music. What Adorno is advocating is that art and culture could potentially be liberating, freeing and an expression of human creativity, but the opportunities for this are stripped away by the capitalist pursuit of profit. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725 Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Consumption patterns Social hierarchy is based around consumer patterns and choices. These are in regards of the leisure class of newly rich (middle-class) individuals, who copied and mimicked the consumption patterns of the social upper classes. The higher social groupings continually update their consumer patterns to stay one step ahead of these newly rich individuals, who likewise try their best to keep up with new tastes and fashions to distinguish themselves from those below them. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725 Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Pierre Bourdieu (theorist) In his book Distinction Bourdieu provides a complex and impressive sociological study of cultural consumption and the role of culture in contemporary society In this study, people were asked to specify their preferences in a range of things, such as their personal tastes in music, art, theatre, home decor, social pastimes, literature, and so on. Bourdieu identifies a link between cultural practices and social origins and shows how cultural tastes and preferences correspond to a person’s education level and social class. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725 Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Pierre Bourdieu So, this is the cultural knowledge and understanding that people accumulate through their upbringing (or socialization) and their educational experience. The term ‘cultural capital’ is used because, like money, cultural knowledge can be translated into resources such as wealth, power and status. That is to say, children socialize into the culture that corresponds to their social class, and this set of cultural experiences, attitudes, values and beliefs that represents a cultural resource that equips people for their life in society. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725 Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Michael De Certeau (theorist) De Certeau does not deny that capitalism and popular culture are exploitative, but argues that popular culture and consumption also provide people with the tools to fight back and resist dominant social forces. According to de Certeau, everyday life is a site of ‘guerrilla warfare’, where, in common practices, such as in conversations, shopping and leisure, people engage in small acts of subversion and resistance. De Certeau suggests that this resistance may not lead to wide-scale upheaval of the existing social order, but it does constitute a way of ‘ordinary people’ getting by in their everyday lives and ‘making do’ with the objects that capitalism sells them. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725 Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Fiske (theorist) Fiske (1989a: 23) suggests that ‘popular culture is contradictory to the core’, and that while artefacts of popular culture are manufactured and sold in a capitalist market economy for profit, these are then incorporated into the everyday lives of consumers, who construct their own meanings and uses of these. Fiske suggests therefore that popular culture provides a fertile ground for resistance. For instance, Fiske (1989b) offers the example that though shopping malls may be designed as sites of consumption, this is often subverted by youths who frequent malls, not to consume, but just to hang out and sometimes engage in deviant behaviour. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725 Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Lesson 2: Consumer Society Many theorists have argued that consumption has become the central concern of contemporary society, based upon the construction of self-identity through consumer goods. Shopping A clear illustration of the importance of consumption is to consider the role and significance of shopping and fashion within our contemporary (consumer) society. There has been a growing recognition, within both cultural studies and society more widely, of the social importance of shopping. Shopping itself has become a major leisure activity, where many will use shopping as a form of relaxation and leisure. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725 Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Leisure activity Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Gender in consumerism One important aspect of shopping is its gendered nature. Historically men became disconnected from shopping because it was primarily seen as a “woman’s” activity. Shopping also helps reinforce gender roles and inequalities through the suggestion and requirement that women purchase an ever-growing range of beauty and fashion items to conform to feminine ideals. Shifts towards a consumer society have seen shopping and consumption become much more central in most people’s everyday lives, and not just women, as consumer goods become more and more targeted towards male shoppers. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725 Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Gender in consumerism Historically, it has been suggested that shopping It is also important to provides women with a Elizabeth Wilson (1991) recognize that shopping legitimate reason to move suggests that the modern can offer potential outside of the home, and city offers women more freedoms and pleasures. occupy public spaces and freedom than ever before. encounter and socialize with other women. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Gender in consumerism During the industrial revolution, women were much more restricted to the home until shopping gave them a legitimate reason to be out of it. And Wilson suggests that still today women in rural and suburban communities are far more restricted to the home, and have less opportunity to mix with others, than those living in cities. Living in the city allows women the opportunity to be active participants in public life. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge. ISBN: 9781138915725 Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Consumer society It has also been suggested that shopping can also involve certain levels of skill and knowledge, and hence should not be undervalued. For instance, shopping, particularly for women balancing household budgets, involves a good deal of skill, knowledge and planning. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725 Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Consumer society Fashion Fashion and clothing are probably one of the most obvious and visible forms of consumption, with people walking around every day visibly displaying items that they have purchased. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Fashion The origins of ‘fashion’, as we understand it today, can probably be found in the Middle Ages(around the fifteenth century), where ‘fashionable’ clothing was only worn by members of the aristocracy in court society. By the nineteenth century, fashion was no longer the preserve of the very rich, but still primarily operated as an indicator of social status. The birth of modernity and urbanization more people were living in cities, and therefore had easier access to shops, and they also were directly in contact with many other people, enabling them to see what others were wearing and new trends. In modernity outward appearance also becomes more important, as people need to make more of an instant impression Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Fashion Simmel (1957 ) argues that fashion is one way that individuals cope with the ever-changing nature of society. The modern world is constantly shifting and changing, and fashion helps provide security, by offering a sense of both individual identity and belonging. Fashion highlights the tensions and complexities of modern life, and in particular this dual pull and tension between a need to belong and a need to express a sense of individuality and identity. Barthes (1957) argues that clothing and the adornment of our bodies can be understood as a language, which conveys certain messages. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Fashion What we buy and consequently wear or display in some public fashion, in turn creates new images, new, sometimes unintended, constellations of meaning. In a sense we become media forms ourselves. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Advertising It is hard to locate when ‘advertising’ began. Williams (1980) points to a three -thousand-year-old papyrus which offered a reward for a runaway slave. But it is really in the post-war period, from the 1950s onwards, that both consumer culture and advertising take on an increased social significance. Today, advertising constitutes an important part of our economy and an important part of our world and culture. For, if we accept the argument that we live in a consumer society, advertising is what tells us what that consumption should be. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Advertising Advertising is everywhere on television, radio, billboards, the internet, cinema, leaflets, clothing we wear, cell phones Advertising does not just sell a product: it sells a lifestyle. We are sold products which we think reflect our life choices, but in doing so, we are constructing our life, culture and identity, through products. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Advertising Digital technologies, such as the personal computer, have transformed advertising, and what has had a particularly significant impact is the rise of the Internet and the World Wide Web. The World Wide Web has still transformed how people shop and the nature of the economy. People can now shop 24/7, 365 days of the year. And, if we are increasingly shopping online, then online advertising likewise becomes increasingly important. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725 Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725  Advertising The Internet gives more information, and more choice, and can also make consumers more price-aware, as they can search out bargains. Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725 Any questions Thank you Bibliography Longhurst, B., Smith, G., Bagnall, G., Crawford, G., & Ogborn, M. (2017). Introducing cultural studies (3rd ed.). Routledge.ISBN: 9781138915725