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In Monday's session, we looked at media consumption, suggesting My So Called Life as a case study. After looking it up, turns out it has Jared Leto with a really weird hairstyle in it, so I'm going to have to watch it now.
http://bit.ly/2dpza4t
Media consumption differentiates in each generation. Generation X (late 70s - early 80s) or 'slackers' consumed media in the form of soaps, vinyls, MTV, indie, pen pals and from a young age (also called the 'latchkey kids') with modern day family structures.
The stock market crash was a huge milestone in this era, making people jobless and degrees no longer matter. People made films and art to show their frustration, which is really the opposite of a 'slacker'. Advertisements were also made to shock viewers.
http://data.whicdn.com/images/154314225/large.gif
Grunge was also a big factor in this generation with Dr Martens, flannel and the anti-consumerist outlook which also related to the 1960s, where people also fought to make art which was really experimental. Art and music often collabed as well. The lecturer also started talking about something about the Stonewall Riots but didn't explain what.
Feminism in the 60s and 90s were also very significant and apparent. The 60s has second wave feminism, art such as 'The Femme Mystique' to subvert the male gaze. The 90s also had the Riot Grrl (I studied this in A Level ayyyy), Guerilla Girls and Queercore.
A big icon of the Riot Grrl manifesto - Marla Singer from Fight Club
http://bit.ly/2dpza4t
The introduction to social media in the Millennial generation brought a whole new level of media consumption with the 'fourth screen', bringing together people, but we also can't switch off from it and have no idea what the long term impact will be, especially with new developments such as augmented reality (Pokemon Go). It's also increasing bullying, the fear of missing out, addiction, etc.
The lecturer also briefly named some theories; Uses and Gratifications, Reception Theory, Hypodermic Needle and the Bobo Doll experiment. Luckily I studied them all in A Level Media so I know what they are about (currently digging up my notes so I can upload them on here!) She also briefly said A Clockwork Orange which I think was in relation to the Bobo Doll and violence, so I'm going to upload a gif of it anyway.
http://i.imgur.com/XK6E3.gif
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In Tuesday's lecture we learns about the theories and ethics of consumption. But first, a few key terms;
- consumption - means to an end. Using up resources to fulfil needs
- consumerism - economic order and ideology
Improvements of material things made urban growth more efficient, with shops competing with each other, generating 'purchasing power', but also endorsed slave and child labour.
Colonialism meant that there could be new markets and cheaper products (which made more profit). These new markets were displayed like theatres, with buildings such as the Trafford Centre in Manchester.
http://bit.ly/2ddrWNW
With this consumption, luxury products became essential. Wants became needs. This became a social construct and we now depend on it.
And now, some theories;
- Torstein Veblen: Theory of the Leisure Class (1899). Conspicuous consumption as a symptom of the middle class. Accomplishment in wealth/display. Shallow. Consumerism is feeding the leisure classes.
- Neil McKendrick: Birth of Consumer Society (1983). Consumer culture. Industrial revolution = accessibility. Luxury becoming necessities.
- Colin Campbell: Romantic Ethic and Modern Consumption (1987). Protestant work ethic- hard work=wages=God rewarding hard work. Divine reward. Catholic religion was slower as they were anti-materialistic. Romantic movement about fashion and status. Bought goods for emotional responses.
- Grant McCracken: Culture and Consumption (1990). Tracked to Elizabethan era. Nobility spending conspicuously, such as stately homes, to show power and status.
Consumption brought about satisfaction, making people think they are basic needs. But now, there is too much availability with different brands, making others fail.
I seem to have made a cute spider diagram, can't quite remember what is means, but here it is anyways.
Satisfaction became addictive, which meant sustainability is ignored, leading to mass consumption. Some products are on the same level and do the same things, but some have more status (a big example is cars). Aesthetics become more important than appearance.
I am really struggling for gifs for this session
http://37.media.tumblr.com/tumblr_m1xvxdqkaw1qg0vi9o1_500.gif
A few more key terms:
- conspicuous consumption - openly spending. Superiority.
- emulative spending - copying spending patterns of different classes (e.g. middle classes copying aristocricy). Normally lower classes copying higher classes to make it look like they have money
- invidious consumption - deliberate purpose to inspire envy in others
- cultural capital - spend money to show culture. Higher status in society, higher expectations. Education.
- retroactive need - manufacturer created want in consumers mind. Think it's a decision made by consumer.
- target marketing - marketing aimed at specific group
- market segmentation - dividing groups into spending patterns. Offer products to suit needs. Links to target marketing.
I kind of lost interest here and my notes are hardly readable (I think we mostly watched videos here anyways). The conclusion slides were too long as well; the lecturer may as well have just went through the whole presentation again. Overall, this week's lecture was not as bad as last weeks. But his presentations are way to wordy with complected words, and he reads straight off them. I may as well just read them online.
Another big film example of consumerism and colonialism
http://bit.ly/2dAnNG4
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