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SOCY 306 (14)
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306 - Sandlin - Consumptions pedagogy.docx

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Department
Sociology
Course
SOCY 306
Professor
Ryan Martin
Semester
Fall

Description
Consumptions pedagogy How we are taught to be consumers How to operate within consumer capitalism And how to accept consumerism as natural Certain consumption is gendered, raced and classed and by participating we uphold patriarchal  consumer capitalism Gender Through consumptions female roles are performed, challenged, and legitimized  How are women as consumers constructed in the media The way women are viewed as consumers is part of advertising Women participate in the consumer identity through their buying behaviours  Feminization of Consumption Consumer culture has been associated with feminization Shopping is assigned to females Media has portrayed women as shoppers and men as produces The feminization of consumption draws from capitalism and the sexual division of labour. Women were associated with the home With mass production came modern advertising Controlled by white elite men Did not capture diversity of society Excluded African Americans Limited the role of women in advertising indus
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