SOC 5 Lecture Notes - Theosophy, Herbert Hoover, Direct Marketing
Document Summary
Global problems and the culture of capitalism, pp. Culture of capitalism: devoted to encouraging the production and sale of commodities. People are not naturally driven to accumulate wealth. Culture: defines the universe as it is supposed to exist for people prime elements are commodities in which the consumer"s first duty is to buy (everything in context of commodity) Mass consumption of goods fueled industrial revolution and europe"s colonial domination of asia, latin america, and africa. Culture of 19th c. america = moderation and self-denial, only necessities. Major transformation of meaning of goods and how they were presented and displayed. Display of commodities in stores define a bourgeois culture goods driven (bon marche store) Advertisers shape consumer desires and create value in commodities. Idea of fashion: stirring up of anxiety and restlessness over possession of things that were not new or up-to-date desire to conform to what is. Service: customer credit and workforce to fawn over customers customers became guests.
