SOCY1001 Lecture Notes - Lecture 9: Emotional Labor, Consumerism, Mcdonaldization
12 Sep 2016
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Cheap goods and rise of fast fashion (creating clothes that are cheap and can be replaced really quickly; the consumer has a desire to get cheap clothes that are on trend and can be easily replaced) Consumption reference groups: a reference group---a set of people who we compare ourselves to, and use to set norms of consumption, income and other things. Reference groups can be family, neighbors, friends, co-workers, or even tv friends. (tv friends give off the idea of conspicuous spending through mass media: this is not to say people are sheep. However, as consumers, social norms sometimes lead them for function as such. Causes of new consumption: women"s entry into the labor force now women can bring more money into the household, allowing for more consumption, rising centrality of popular media b. i. For example, daily media consumption rises rapidly b. ii. Overspent american (schor 1997: worsening distribution of income and wealth.
