advertisement and freedom of choice of consumers
In contemporary world, the relationship between freedom of choice, identity and general lifestyle of modern consumers are quite complicated and questioned by a number of scholars like Bauman, Smart, Bourdie and Featherstone. An actual description of ‘lifestyle’ as a term is very broad. If refer to a sociological explanation lifestyle explained as ‘distinctive style of life of specific status groups, within contemporary consumer culture it connotes individuality, self-expression and a stylistic self-consciousness.’ (Featherstone, 1991:92) Contemporary consumers are drifted from a traditional understanding of what is actually needed to rather what is wanted regarding the type of choice people make when shopping or socializing. The actual change of a consumer behavior, understanding of freedom and lifestyle as well as identity explained in several theories. This essay will focus on examining several theories about consumer culture, sense of freedom and the relationships of consumers and advertisement, using a critique of Made in Chelsea live show as an example (season 4 episode 4).
According to Bauman (1998), society identify itself as ‘consumer society’ by achieving their identity, status and highlighting relation to a social class through engagement in the consumer activity. A significant fact is that recently a there was a change of the emphasis of priorities from production to consumption, a ‘passage from producer to consumer society’ occurred. (Bauman, 1998:24). It represents an increasing importance of consumption and an actual choice that consumers make regarding which image of themselves they want to represent. (Smart, 2010) More to that, actual choice and sense of a self-identity also can be ‘fashioned and ‘lifestyled’. For instance in Made in Chelsea (MiC) episode, the main representation is a group of rich young people who are assumed to be occupied but it is very rarely seen as them actually doing work. Whole series of this reality show illustration
According to Bauman (1998), society identify itself as ‘consumer society’ by achieving their identity, status and highlighting relation to a social class through engagement in the consumer activity. A significant fact is that recently a there was a change of the emphasis of priorities from production to consumption, a ‘passage from producer to consumer society’ occurred. (Bauman, 1998:24). It represents an increasing importance of consumption and an actual choice that consumers make regarding which image of themselves they want to represent. (Smart, 2010) More to that, actual choice and sense of a self-identity also can be ‘fashioned and ‘lifestyled’. For instance in Made in Chelsea (MiC) episode, the main representation is a group of rich young people who are assumed to be occupied but it is very rarely seen as them actually doing work. Whole series of this reality show illustration
Bibliography: 1. Baudrillard, J. (1998) The Consumer Society: Myths and Structures.London: Sage 2 5. Fowles, J., (1996) “The project of the self.” In Advertising and Popular Culture. London: Sage 6 7. Miller, M., ( 1998) A theory of shopping. Cambridge: Polity Press 8 9. Smart, B., (2010) Consumer Society: Critical issues and Environmental Consequences. Sage Publication 10