- StudyBlue
- Michigan
- University of Michigan - Ann Arbor
- Sociology
- Sociology 102
- Martin
- Soc 102- Lecture 12 Consumption
Soc 102- Lecture 12 Consumption
Sociology 102 with Martin at University of Michigan - Ann Arbor
About this deck
By: Melanie Dial
Created: 2012-04-24
Size: 29 flashcards
Views: 5
Created: 2012-04-24
Size: 29 flashcards
Views: 5
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Transformations of kids from marketing to kids
Transforms- wants/desires
Relationships (btw kids/parents/play/toys/school)
Care
Relationships (btw kids/parents/play/toys/school)
Care
2 Perspectives of Kids and consumerism
It's Bad- corporations shape childhood in destructive ways- Kid is incompetent/innocent
Children are passive recipients of market forces
It's not so Bad- kids can be actors in consumer culture, and appropriate it for their own use
not any more affected by consumer culture than adults
Children are passive recipients of market forces
It's not so Bad- kids can be actors in consumer culture, and appropriate it for their own use
not any more affected by consumer culture than adults
Money spent on marketing to kids
1983-100 million
2009- 17 billion
Now extremely niche specific-ads used with younger kids
marketing happens in all aspects of kids lives not just TV
2009- 17 billion
Now extremely niche specific-ads used with younger kids
marketing happens in all aspects of kids lives not just TV
Kid-Fluence
Term coined by Schor
referring to kids buying power
Marketers rely on kids to influence parent shopping experience
62% influence car choice, 100% influence food purchases
$670 billion is spent in adult purchases influence by kids
referring to kids buying power
Marketers rely on kids to influence parent shopping experience
62% influence car choice, 100% influence food purchases
$670 billion is spent in adult purchases influence by kids
Kids thoughts on Marketing (Age 9-14)
too many ads towards kids
dislike you have to buy certain things to be cool
too much importance on buying things
agree that they spend too much time asking parents for stuff than doing fun stuff
says ads create problem btw kids and parents
dislike you have to buy certain things to be cool
too much importance on buying things
agree that they spend too much time asking parents for stuff than doing fun stuff
says ads create problem btw kids and parents
Is it harmful
Yes according to Juliet Schor
Kids w/higher rank in involvement in consumerism also have lower levels of well-being
More depression/anxiety
Correlation v Causation
Kids w/higher rank in involvement in consumerism also have lower levels of well-being
More depression/anxiety
Correlation v Causation
Economy of Dignity, of Care
Allison Pugh
a system through which kids make themselves present, heard, and matter to peers---a way to belong
Emerge from schools, neighborhoods,, after-school programs
a system through which kids make themselves present, heard, and matter to peers---a way to belong
Emerge from schools, neighborhoods,, after-school programs
Role of kids in COnsumption (Pugh)
Kids are creative, active, innovators of consumer culture
Kids do more than just absorb it as it is
Kids invent own culture
Kids do more than just absorb it as it is
Kids invent own culture
Pugh Research Methods
Question: How does commercialization shape care and belonging
16 month ethnography
3 communities SFO Bay Area---54 parent interviews
-Private School (Arrowhead)
-Middle Class public School (Oceanview)
-Low Income after-school program (Sojourner Truth)
16 month ethnography
3 communities SFO Bay Area---54 parent interviews
-Private School (Arrowhead)
-Middle Class public School (Oceanview)
-Low Income after-school program (Sojourner Truth)
Scrip
Meaningful, symbolically valuable tokens
Tickets into the economy of dignity
(trips, toys, houses,parties,movies, ancestors)
Tickets into the economy of dignity
(trips, toys, houses,parties,movies, ancestors)
Facework
The presentation of an honorable self in public groups
Involves impression management
Kids do it to gain belonging in groups
Needed when lacking scrip
Involves impression management
Kids do it to gain belonging in groups
Needed when lacking scrip
4 strategies of Facework
Bridging Labor
Claiming
Patroling
Concealing
Claiming
Patroling
Concealing
Bridging Labor
(strategy of facework) Transform lack into worth
Claiming
(strategy of facework)
saying you have something you don't really have
saying you have something you don't really have
Patrolling
(strategy of facework)
challenging others' claims
challenging others' claims
Concealing
(strategies of facework)
hiding that which makes them not belong---having too much or too little--to their peer group
hiding that which makes them not belong---having too much or too little--to their peer group
Motivation for Parents to buy (Consumption as Care)
Parents want kids to belong
Parents are motivated by:
Own memories
Resources
How/in what ways kid is different---danger of not belonging
Parents are motivated by:
Own memories
Resources
How/in what ways kid is different---danger of not belonging
Parents and the Economy of Dignity
"a child's unique configuration of difference, coupled with family resources, shaped how much parents bought in order to shield, cure, cultivate"
Parent Considerations-motivation in the economy
Interactional
Social
Personal
Social
Personal
Interaction (parent consideration)
momentary variations in conversational info
Good in culture
Good in culture
Social (parent consideration)
what's relevant to social grouping?
race, gender, nationality, sexuality, class
race, gender, nationality, sexuality, class
Personal (Parent Consideration)
enduring characteristics about child (shy, gifted in music, artistic, loud, a reader)
Parent considerations and class
Both rich and poor families use consumption to help their kids navigate in the economy of dignity
they use symbolic deprivation and indulgence
they use symbolic deprivation and indulgence
Symbolic Deprivation
a strategy for managing contradictions btwe beliefs and practice btw ideals and material resources
not getting something even when resources are available---TO symbolize good parenting
rich families, conformity as bad, difference as good
not getting something even when resources are available---TO symbolize good parenting
rich families, conformity as bad, difference as good
Symbolic Indulgence
a strategy for managing children's wants in the economy of dignity with few resources and memories of the pain of navigating the economy of dignity
---give a few key things so kid can belong----
-low income -limiting children's expectations
-buy the highest symbolic value -planning required
---give a few key things so kid can belong----
-low income -limiting children's expectations
-buy the highest symbolic value -planning required
Pugh's argument
Kids interest in consumption is not about envy or status seeking behavior, but about esteem/belonging
Not about "Keeping up with the Jones" or besting them but Belonging
Not about "Keeping up with the Jones" or besting them but Belonging
Interpretive Reproduction
in peer cultures reproduce, interpret, and create culture simultaneously
EX. elementary school songs and kids adding new lyrics--Jingle bells, the batmobile lost a wheel, and the Joker took ballet--->Batmobile lost a wheel, and the joker got away
EX. elementary school songs and kids adding new lyrics--Jingle bells, the batmobile lost a wheel, and the Joker took ballet--->Batmobile lost a wheel, and the joker got away
Agentic kids (interpretive reproduction)
Kids' creative revisions-- kids are agents with most commercialized products---kids use it to creative pleasure and fun
ex. Pokemon requires activity on part of user
ex. Pokemon requires activity on part of user
Pokemon Study 2003
conducted by Buckingham/Seffton-Green
Passive vs Active-Creative consumption
blatant commercialism, collecting not doing, inescapable, no "real world" knowledge, agression/fighting VS learning how to learn, knowledge is portable across setting, ticket for play, sociality crosses age/gender/race/class
Passive vs Active-Creative consumption
blatant commercialism, collecting not doing, inescapable, no "real world" knowledge, agression/fighting VS learning how to learn, knowledge is portable across setting, ticket for play, sociality crosses age/gender/race/class
About this deck
By: Melanie Dial
Created: 2012-04-24
Size: 29 flashcards
Views: 5
Created: 2012-04-24
Size: 29 flashcards
Views: 5
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy
Kathy