Sociology 2105A/B Lecture Notes - Lecture 4: Nominalism, Consumerism
16 Dec 2015
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Document Summary
Bennett says in order to determine the nature and extent of interplay between local experience and global consumption, leisure and lifestyle among young people, large scale qualitative and quantitative data sets are required. Essentially, nominalist methodologies need to be combined with realist methodologies. Those taking a manufactured view of youth culture take a macro view and place youth segment in a political- economy context. Politically without voice, and economically exploited because of the alienation over the last few decades. Youth is seen as an identity-based consumer culture arranged by consent manufacturing processes. Messages in branding campaigns says that someone has to be cool, and to be cool that person has to have, wear, or consume the property branded items. Youth are the perfect targets for such manipulation, so long as they are kept identity hungry. When personal identity changes for the masses, corporations can change their products to fit the demands of these consumers.
