Sociology 2172A/B Lecture Notes - Lecture 4: Georg Simmel, False Consciousness, For Marx
Document Summary
Consumption in leisure: many of our everyday activities are centred around consumption (grocery shopping, leisure activities, daydreaming about commodity) Consumption as policy making; ie sales tax. Commodification as personal issues; self-esteem, emotions, values, and relationships can be advertised and sold. Consumption as morality; it can be a reward, or high sales tax on tobacco (immoral product) Consumption as victimization: advertising targets certain demographics, makes them think they need to buy the stuff. The worker is alienated from her or his own products (this alienation dominates and exploits them) Questions why people are drawn to certain styles and types of commodities. Simmel says that buying commodities is the human trying to stay autonomous against universal social forces: consumption is the negotiation between the individual and the social. Fashion: allows people to move between individuality and conformity; you choose the clothes you buy, but often strive to pick ones that make you fit in.