Sociology 2172A/B Lecture Notes - Lecture 4: Erving Goffman, Subliminal Stimuli, Independent People
2 Nov 2017
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Sociology of advertising readings: consumption and advertising. Commodification of self-esteem, values, and relationships for consumption purposes. Consumption can also be treated in moral terms, as something good for self-expression, individual development, or reward for hard work. Contrary, consumption can be seen as useless, wasteful, unethical, or a bottomless desire for objects. Some people say consumption is a process of victimization, that consumers were cheated by the solutions that marketers said their products had for their problems. What is in style, popular, or the most technologically advanced is always changing, but people will nevertheless always want it. This demand creates a sub-sequential demand for imitation products so that people can look the part, or not be singled out for not having the it thing. But it seems contradictory for fashion to make someone unique on one hand, but also make them blend in on the other this is because of the mediation process between the individual and the social.
