Reading 1 – Introduction to Part Five (Theory), Week 3
In this reading, the social logic of consumption by Mauss has provides a platform for other scholars to argued, inspired and challenged. As stated by the author of this reading, in reference to Mauss’s work on ‘gift economy’ that in certain societies, gift exchange is seen as a primary means for fostering social ties and obligation but it didn’t form the full fledge of commercial exchange. But when monetary involves, the gifts connotes power or authority. Due to pecuniary exchange economy, it has defines contemporary consumer society and that ‘gift economy’ has become an important basis of consumer culture which still remain as a subject to the logic of a gift.
In Mauss attempt to go …show more content…
Slater then concluded that needs and uses are not natural but it has been culturally defined. The meaning of things is how we the consumer define and respond to it within a particular ways of life and to look at the system of social classification of difference within which things signify under the semiotic …show more content…
Their first step was to identify approaches to contemporary consumption hence addresses the diverse features of consumption ranging from ‘gift economy’, from the effects of western consumerism to the Third World but also examined the views and ideas of organization who claimed to represent consumers which contributing to the shaping and definition of contemporary consumption. They introduce the theory of ‘unmanageable consumer’ concept which expresses the refusal on consumer part to allow the idea of the consumer to become domesticated and comfortable within parcelled discourses.
Consumer is seen as ‘a god figure’ whom is seen as innovative, have its own power the save the economy or even able to protect the planet yet consumer is also seen as weak, easily manipulated and selfish. Gabriel and Lang stated that in the pursuit of increasing living standards, the consumer from being god is instead being a pawn of which I totally agreed. As consumer, it is true that we have the power or even the authority to our social and political relations to consumption but most of the time due to life style demand and identity; often we give into either being a victim or an identity
In this reading, the social logic of consumption by Mauss has provides a platform for other scholars to argued, inspired and challenged. As stated by the author of this reading, in reference to Mauss’s work on ‘gift economy’ that in certain societies, gift exchange is seen as a primary means for fostering social ties and obligation but it didn’t form the full fledge of commercial exchange. But when monetary involves, the gifts connotes power or authority. Due to pecuniary exchange economy, it has defines contemporary consumer society and that ‘gift economy’ has become an important basis of consumer culture which still remain as a subject to the logic of a gift.
In Mauss attempt to go …show more content…
Slater then concluded that needs and uses are not natural but it has been culturally defined. The meaning of things is how we the consumer define and respond to it within a particular ways of life and to look at the system of social classification of difference within which things signify under the semiotic …show more content…
Their first step was to identify approaches to contemporary consumption hence addresses the diverse features of consumption ranging from ‘gift economy’, from the effects of western consumerism to the Third World but also examined the views and ideas of organization who claimed to represent consumers which contributing to the shaping and definition of contemporary consumption. They introduce the theory of ‘unmanageable consumer’ concept which expresses the refusal on consumer part to allow the idea of the consumer to become domesticated and comfortable within parcelled discourses.
Consumer is seen as ‘a god figure’ whom is seen as innovative, have its own power the save the economy or even able to protect the planet yet consumer is also seen as weak, easily manipulated and selfish. Gabriel and Lang stated that in the pursuit of increasing living standards, the consumer from being god is instead being a pawn of which I totally agreed. As consumer, it is true that we have the power or even the authority to our social and political relations to consumption but most of the time due to life style demand and identity; often we give into either being a victim or an identity