Consumerism, Identity, and Cultural Influence in a Globalized Media Landscape

Instruction on the task Consumerism.

This group assignment will focus on consumerism and the impact it has on us. To provide you with the tools for that, you are asked to read chapters 7 and 8 in the Storey textbook, and we have provided links to some other relevant material below, which you may read if you wish. The Kellner article, in particular, provides not just a good discussion of issues related to consumerism but a further introduction to how cultural studies analyses may work.

Douglas Kellner: “Cultural Studies, Multiculturalism, and Media Culture”Links to an external site. * Cultural Studies, Multiculturalism, and Media Culture by Douglas Kellner (ucla.edu)

Anup Shah: “Consumption and Consumerism”Links to an external site. * Consumption and Consumerism — Global Issues

Anup Shah: “Creating the Consumer”Links to an external site. * Creating the Consumer — Global Issues

Anup Shah: “Effects of Consumerism”Links to an external site. Effects of Consumerism — Global Issues

Task

Form discussion groups in the discussion forums we have provided. There should be 3-4 students in each group; when one discussion forum is full, join the next available one.

Think of this discussion as filling the same function as a seminar in a campus course: your goal is to explore, consider, question and otherwise examine the ideas from the reading. You may discuss anything from the reading, particularly if you want to use this opportunity to discuss questions you had with your group mates. However, you do have specific instructions for what to discuss as well. Each group member should choose 1-2 questions or topics below to respond to in your group discussion. You can begin by responding yourself, but be sure to also encourage others to respond, and respond to others’ responses, so that your group gets a discussion going. It is more important that you have an exploratory discussion about topics, and perhaps reach further questions than that you come to any conclusions (though that is also valued!). As much as possible, when you see connections to the reading please make a note of those.

Discussion Topics and Questions

Respond to the following statements. Do you agree/disagree? Why?

• Consumption now helps to define and answer who we are.
• Brands help turn perceptions into reality, thus encouraging purchases based on fashion and peer/social pressures to fit in.
• Consumerism can increase stress for various reasons

Ideas, concepts or aesthetic categories are sometimes used to help sell things. Several such categories are listed below. Look at any of the categories or concepts and consider how it is used by the producers of objects, commercials, films, etc. to make us buy their products, services, etc. You might consider not only how the concept is used, but also what the consequences are.

• Glamorousness
• Coolness
• The Romantic
• Individualism
• The Natural

Additional questions to discuss:

• Which actors influence our choices of consumption?
• What is a necessity and what is a luxury? See if you can find differences between the members of the group.
• How do material values influence our relationships with other people?
• Douglas Kellner, who you may read for this task, discusses how “media conglomerates control … production and distribution of culture”. How is this visible in the cultural artefacts surrounding us (ads, films, TV-news etc., etc.)? Why is this significant?
• Do you think increasing globalisation will change the political or ideological impacts of cultural expressions? If yes – how? If no – why not?

Once again, beyond sharing your responses, do your best to develop this into a group discussion. Active participation is required. The assignment is only graded G (or U if you have additional work to do). 

From another student.

I’ll start by addressing the statement “Consumption now helps to define and answer who we are.” I agree with this statement to some extent, as our consumption patterns are often influenced by our values, beliefs, and social groups. For instance, someone who is environmentally conscious may choose to buy eco-friendly products, while another person who values luxury might buy high-end brands. However, I also believe that consumption does not entirely define us, as our identities are shaped by various factors such as our upbringing, education, and personal experiences.

Regarding the statement “Brands help turn perceptions into reality, thus encouraging purchases based on fashion and peer/social pressures to fit in,” I agree that brands play a significant role in shaping our perceptions. They often use marketing and advertising strategies to associate their products with certain emotions, values, and lifestyles, making consumers feel that they need these products to attain a particular social status or identity. This can lead to purchases influenced by fashion trends and the desire to fit in.

Now, let’s discuss the concept of “Coolness” and how it is used to sell products. Companies often use celebrities, influencers, or popular figures to endorse their products, thereby associating the product with the idea of being “cool.” This marketing tactic can make consumers feel that by using these products, they can also become “cool” or be part of a particular social group. The consequences of this approach can be seen in the form of increased consumerism, as people buy products not because they need them, but because they want to be seen as “cool” or “in.”

As for the question “Which actors influence our choices of consumption?” there are multiple actors involved. Some of the key actors include marketers, advertisers, celebrities, influencers, peers, family, and the cultural environment.

• Storey J (2010) delves into the complexities of popular culture and its relationship with society. Storey approaches the subject through a cultural studies lens, which examines the ways in which culture is produced, consumed, and understood in various social contexts.
• One of the key themes in the book is the role of media, advertising, and globalization in shaping popular culture. Storey emphasizes the importance of understanding how these forces interact with each other and contribute to the formation of individual and collective identities. He also explores the implications of these forces on power dynamics, social norms, and ideologies.
• In relation to media, Storey highlights the way media representations can influence public opinion and perceptions, often reinforcing stereotypes and perpetuating certain values or beliefs. He also examines the role of media conglomerates in controlling the production and distribution of cultural content, which can shape the range of ideas and perspectives available to the public.
• Advertising, according to Storey, plays a significant role in creating desires and aspirations among consumers. Advertisements often appeal to emotions and values to persuade consumers to purchase products or adopt certain lifestyles. In doing so, they contribute to the construction of consumer identities and the perpetuation of consumer culture.
• Globalization, as discussed in the book, has a profound impact on popular culture by enabling the spread of ideas, values, and cultural products across national boundaries. This process can lead to cultural exchange and understanding but may also result in cultural homogenization or the dominance of certain cultural norms.
• Storey also addresses the issue of consumerism and its impact on society, exploring how consumer culture has permeated various aspects of social life, from personal identity formation to social relationships. He argues that consumerism shapes our understanding of success, happiness, and self-worth, often promoting materialism and superficiality.
• How can individuals develop a more critical and self-aware approach to consumption in order to resist the influence of advertising, social pressures, and the pursuit of ‘coolness’ while still embracing their personal values and identity?

By  L. J.

• References:
• Storey. John. Cultural studies and the Study of popular culture. Edinburgh University Press, 2010.

From another student.

Hi everyone! I wanted to discuss the first and third statement from the instructions, which are the following two:

Consumption now helps to define and answer who we are.

Consumerism can increase stress for various reasons.

 I want to do this mainly in relation to the “deinfluencing”-trend. The deinfluencing trend as I have seen it has been popular on TikTok, and mainly consists of people showing alternatives to products commonly promoted by influencers on the app. This at first glance seems like a positive trend, as many people might feel pressured to buy expensive luxury goods as a means to obtain a different lifestyle, but the deinfluencing trend still promotes overconsumption. Some “deinfluencers” now also sell their followers the additional feeling of superiority as they shop from brands who market themselves for example as more sustainable. There are some who partake in the trend to discuss internet influencers, influencing and consumption too, instead of saying “Don’t buy that, buy this instead” they ask “Is this something you actually need, and if so, why?” so there is some nuance to the trend. I agree with the first statement that consumption now helps define and answer who we are, but I also believe that this is not something new and that as society evolves the impact consumption has on our identities will continue to evolve alongside it.

Today influencers sell premade identities that are built on consumption, and there are many different types of stress this can increase or create. There is of course the economic type of stress, where one might not be able to purchase the products associated with different identities or lifestyles, or where one might “live beyond their means” and put themselves in debt to be able to project an identity to others. I also think that there is a type of existential stress that can be connected to consumerism and materialism, if one searches for happiness or meaning in them.

Here is a videos with examples of the “deinfluencing”-trend which I found interesting (even though it is a bit off topic) as the first person in the compilation discusses the fact that any product an influencer promotes as a “cure-all” shouldn’t act as an alternative to seeking actual healthcare.  

https://www.youtube.com/watch?v=RqmVHxWfLHILinks to an external site.

https://www.businessoffashion.com/articles/marketing-pr/tiktoks-deinfluencing-trend-explained

BY K. J.

From another student.

• Consumption now helps to define and answer who we are.
• Brands help turn perceptions into reality, thus encouraging purchases based on fashion and peer/social pressures to fit in.

When I saw Bäst i test on Swedish television, I first thought it was a genuine Swedish concept with Babben and Daniel, but soon learned that it came from a British version named Taskmaster, and there is also a Norwegian version with the exact same concept. It is almost as if there is no real genuine TV going on anymore. Can our consumption then really define who we are, since it is simply the mainstream culture that we get to choose from? I am not sure. What I am sure of is that google and other sites can track our consumption with the use of AI and algoritms, and see a pattern of our consumption habits, and therefore in some ways can tell who we are.

In the chapter Globalisation and popular culture John Storey writes about globalisation and how it makes the world ”shrink”, considering everything from the television programmes we watch to the food we eat. He also mentions globalisation as cultural Americanisation. Sweden has a long history of being Americanised, as we have been fast to follow the latest trends from the States. When it comes to the programmes we watch on TV, many of the concepts are originally made in America, for example, programmes as MasterChef, America’s Got talent and American Idol. Will then America become everyone’s second culture as George Ritzer predicted?  Maybe, but it is today likely that we get a mix of mainstream culture mass-produced and imported into our country. Although for example Masked singer has been made in America, it was actually first made in South Korea, and now exists in around 50 countries. According to Jan Nederveen Picterse one should not see globalisation as ”simply a process of the export of sameness”. He means that globalisation is better understood as a ”global melange” (169). Sure, there is a global melange when it comes to for example food from all over the world, now being accesible to everyone in their own country. This if of course very practical. When it comes to brands, I do think most of us think of George Clooney and Brad Pitt when thinking about coffee and coolness. And now we think of lingeries when thinking of Jennifer Lopez, giving us a romantic picture. Of course, many look up to and want to identify themselves with celebrities, and therefore purchase the products and the lifestyle they sell through commercial.

Do you think consumption can help to define and answer who we are?

Do you think AI and algoritms, by following our consumption and clicks online, can know who we truly are?

Should we be afraid that our local culture will be disappear through cultural domination and appropriation?

/Susanne boström

Storey. John. Cultural studies and the Study of popular culture. Edinburgh University Press, 2010.

Kellner. Douglas. “Cultural studies, Multiculturalism, and Media Culture”.

Literature. Storey, John. Cultural Studies and the Study of Popular Culture. 3rd ed., Edinburgh University Press, 2010. 

Instruction on the task Consumerism.

This group assignment will focus on consumerism and the impact it has on us. To provide you with the tools for that, you are asked to read chapters 7 and 8 in the Storey textbook, and we have provided links to some other relevant material below, which you may read if you wish. The Kellner article, in particular, provides not just a good discussion of issues related to consumerism but a further introduction to how cultural studies analyses may work.

Douglas Kellner: “Cultural Studies, Multiculturalism, and Media Culture”Links to an external site. * Cultural Studies, Multiculturalism, and Media Culture by Douglas Kellner (ucla.edu)

Anup Shah: “Consumption and Consumerism”Links to an external site. * Consumption and Consumerism — Global Issues

Anup Shah: “Creating the Consumer”Links to an external site. * Creating the Consumer — Global Issues

Anup Shah: “Effects of Consumerism”Links to an external site. Effects of Consumerism — Global Issues

Task

Form discussion groups in the discussion forums we have provided. There should be 3-4 students in each group; when one discussion forum is full, join the next available one.

Think of this discussion as filling the same function as a seminar in a campus course: your goal is to explore, consider, question and otherwise examine the ideas from the reading. You may discuss anything from the reading, particularly if you want to use this opportunity to discuss questions you had with your group mates. However, you do have specific instructions for what to discuss as well. Each group member should choose 1-2 questions or topics below to respond to in your group discussion. You can begin by responding yourself, but be sure to also encourage others to respond, and respond to others’ responses, so that your group gets a discussion going. It is more important that you have an exploratory discussion about topics, and perhaps reach further questions than that you come to any conclusions (though that is also valued!). As much as possible, when you see connections to the reading please make a note of those.

Discussion Topics and Questions

Respond to the following statements. Do you agree/disagree? Why?

• Consumption now helps to define and answer who we are.
• Brands help turn perceptions into reality, thus encouraging purchases based on fashion and peer/social pressures to fit in.
• Consumerism can increase stress for various reasons

Ideas, concepts or aesthetic categories are sometimes used to help sell things. Several such categories are listed below. Look at any of the categories or concepts and consider how it is used by the producers of objects, commercials, films, etc. to make us buy their products, services, etc. You might consider not only how the concept is used, but also what the consequences are.

• Glamorousness
• Coolness
• The Romantic
• Individualism
• The Natural

Additional questions to discuss:

• Which actors influence our choices of consumption?
• What is a necessity and what is a luxury? See if you can find differences between the members of the group.
• How do material values influence our relationships with other people?
• Douglas Kellner, who you may read for this task, discusses how “media conglomerates control … production and distribution of culture”. How is this visible in the cultural artefacts surrounding us (ads, films, TV-news etc., etc.)? Why is this significant?
• Do you think increasing globalisation will change the political or ideological impacts of cultural expressions? If yes – how? If no – why not?

Once again, beyond sharing your responses, do your best to develop this into a group discussion. Active participation is required. The assignment is only graded G (or U if you have additional work to do). 

From another student.

I’ll start by addressing the statement “Consumption now helps to define and answer who we are.” I agree with this statement to some extent, as our consumption patterns are often influenced by our values, beliefs, and social groups. For instance, someone who is environmentally conscious may choose to buy eco-friendly products, while another person who values luxury might buy high-end brands. However, I also believe that consumption does not entirely define us, as our identities are shaped by various factors such as our upbringing, education, and personal experiences.

Regarding the statement “Brands help turn perceptions into reality, thus encouraging purchases based on fashion and peer/social pressures to fit in,” I agree that brands play a significant role in shaping our perceptions. They often use marketing and advertising strategies to associate their products with certain emotions, values, and lifestyles, making consumers feel that they need these products to attain a particular social status or identity. This can lead to purchases influenced by fashion trends and the desire to fit in.

Now, let’s discuss the concept of “Coolness” and how it is used to sell products. Companies often use celebrities, influencers, or popular figures to endorse their products, thereby associating the product with the idea of being “cool.” This marketing tactic can make consumers feel that by using these products, they can also become “cool” or be part of a particular social group. The consequences of this approach can be seen in the form of increased consumerism, as people buy products not because they need them, but because they want to be seen as “cool” or “in.”

As for the question “Which actors influence our choices of consumption?” there are multiple actors involved. Some of the key actors include marketers, advertisers, celebrities, influencers, peers, family, and the cultural environment.

• Storey J (2010) delves into the complexities of popular culture and its relationship with society. Storey approaches the subject through a cultural studies lens, which examines the ways in which culture is produced, consumed, and understood in various social contexts.
• One of the key themes in the book is the role of media, advertising, and globalization in shaping popular culture. Storey emphasizes the importance of understanding how these forces interact with each other and contribute to the formation of individual and collective identities. He also explores the implications of these forces on power dynamics, social norms, and ideologies.
• In relation to media, Storey highlights the way media representations can influence public opinion and perceptions, often reinforcing stereotypes and perpetuating certain values or beliefs. He also examines the role of media conglomerates in controlling the production and distribution of cultural content, which can shape the range of ideas and perspectives available to the public.
• Advertising, according to Storey, plays a significant role in creating desires and aspirations among consumers. Advertisements often appeal to emotions and values to persuade consumers to purchase products or adopt certain lifestyles. In doing so, they contribute to the construction of consumer identities and the perpetuation of consumer culture.
• Globalization, as discussed in the book, has a profound impact on popular culture by enabling the spread of ideas, values, and cultural products across national boundaries. This process can lead to cultural exchange and understanding but may also result in cultural homogenization or the dominance of certain cultural norms.
• Storey also addresses the issue of consumerism and its impact on society, exploring how consumer culture has permeated various aspects of social life, from personal identity formation to social relationships. He argues that consumerism shapes our understanding of success, happiness, and self-worth, often promoting materialism and superficiality.
• How can individuals develop a more critical and self-aware approach to consumption in order to resist the influence of advertising, social pressures, and the pursuit of ‘coolness’ while still embracing their personal values and identity?

By  L. J.

• References:
• Storey. John. Cultural studies and the Study of popular culture. Edinburgh University Press, 2010.

From another student.

Hi everyone! I wanted to discuss the first and third statement from the instructions, which are the following two:

Consumption now helps to define and answer who we are.

Consumerism can increase stress for various reasons.

 I want to do this mainly in relation to the “deinfluencing”-trend. The deinfluencing trend as I have seen it has been popular on TikTok, and mainly consists of people showing alternatives to products commonly promoted by influencers on the app. This at first glance seems like a positive trend, as many people might feel pressured to buy expensive luxury goods as a means to obtain a different lifestyle, but the deinfluencing trend still promotes overconsumption. Some “deinfluencers” now also sell their followers the additional feeling of superiority as they shop from brands who market themselves for example as more sustainable. There are some who partake in the trend to discuss internet influencers, influencing and consumption too, instead of saying “Don’t buy that, buy this instead” they ask “Is this something you actually need, and if so, why?” so there is some nuance to the trend. I agree with the first statement that consumption now helps define and answer who we are, but I also believe that this is not something new and that as society evolves the impact consumption has on our identities will continue to evolve alongside it.

Today influencers sell premade identities that are built on consumption, and there are many different types of stress this can increase or create. There is of course the economic type of stress, where one might not be able to purchase the products associated with different identities or lifestyles, or where one might “live beyond their means” and put themselves in debt to be able to project an identity to others. I also think that there is a type of existential stress that can be connected to consumerism and materialism, if one searches for happiness or meaning in them.

Here is a videos with examples of the “deinfluencing”-trend which I found interesting (even though it is a bit off topic) as the first person in the compilation discusses the fact that any product an influencer promotes as a “cure-all” shouldn’t act as an alternative to seeking actual healthcare.  

https://www.youtube.com/watch?v=RqmVHxWfLHILinks to an external site.

https://www.businessoffashion.com/articles/marketing-pr/tiktoks-deinfluencing-trend-explained

BY K. J.

From another student.

• Consumption now helps to define and answer who we are.
• Brands help turn perceptions into reality, thus encouraging purchases based on fashion and peer/social pressures to fit in.

When I saw Bäst i test on Swedish television, I first thought it was a genuine Swedish concept with Babben and Daniel, but soon learned that it came from a British version named Taskmaster, and there is also a Norwegian version with the exact same concept. It is almost as if there is no real genuine TV going on anymore. Can our consumption then really define who we are, since it is simply the mainstream culture that we get to choose from? I am not sure. What I am sure of is that google and other sites can track our consumption with the use of AI and algoritms, and see a pattern of our consumption habits, and therefore in some ways can tell who we are.

In the chapter Globalisation and popular culture John Storey writes about globalisation and how it makes the world ”shrink”, considering everything from the television programmes we watch to the food we eat. He also mentions globalisation as cultural Americanisation. Sweden has a long history of being Americanised, as we have been fast to follow the latest trends from the States. When it comes to the programmes we watch on TV, many of the concepts are originally made in America, for example, programmes as MasterChef, America’s Got talent and American Idol. Will then America become everyone’s second culture as George Ritzer predicted?  Maybe, but it is today likely that we get a mix of mainstream culture mass-produced and imported into our country. Although for example Masked singer has been made in America, it was actually first made in South Korea, and now exists in around 50 countries. According to Jan Nederveen Picterse one should not see globalisation as ”simply a process of the export of sameness”. He means that globalisation is better understood as a ”global melange” (169). Sure, there is a global melange when it comes to for example food from all over the world, now being accesible to everyone in their own country. This if of course very practical. When it comes to brands, I do think most of us think of George Clooney and Brad Pitt when thinking about coffee and coolness. And now we think of lingeries when thinking of Jennifer Lopez, giving us a romantic picture. Of course, many look up to and want to identify themselves with celebrities, and therefore purchase the products and the lifestyle they sell through commercial.

Do you think consumption can help to define and answer who we are?

Do you think AI and algoritms, by following our consumption and clicks online, can know who we truly are?

Should we be afraid that our local culture will be disappear through cultural domination and appropriation?

/Susanne boström

Storey. John. Cultural studies and the Study of popular culture. Edinburgh University Press, 2010.

Kellner. Douglas. “Cultural studies, Multiculturalism, and Media Culture”.

Literature. Storey, John. Cultural Studies and the Study of Popular Culture. 3rd ed., Edinburgh University Press, 2010.