Consumer Culture Effect On Society

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EFFECTS OF CONSUMER CULTURE ON SOCIETY
INTRODUCTION
Sociology of Consumer behavior is experiencing a renaissance. As opposed to the past, there is now a new found interest in sociology of consumer behavior. Theorists are attempting to understand the sociology behind consumption, manufacturing and advertising. This new found interest is due to the people’s change of orientation from production oriented to consumption oriented. This shift is also attributable to a “cultural turn”. Cultural turn is realizing the vitality of culture in comprehending the functioning of today’s society (Alexander 1990). However there is still a persistent stigma in comprehending and studying the sociology of Consumer Behavior. On the other hand, there is an even
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It is perceived that the commodities one possesses speaks a language of its own and can affect how people view you and subconsciously contribute to the “in-group” and “out-group” perspective. Various social symbols include class cars, the latest iPhone etc. Possession of these commodities spell affluence and recognition and respect is given. As unfortunate as it might seem, it is a fact in today’s day and age.
The commodities one possesses or purchases act as symbols that carry a social meaning that are understood by members of society who act accordingly. Hence it can be said that consumer goods and other luxury products have an immense effect over society and social interactions between individuals (Stone 1962).
Also, commodities such as Army uniforms convey a sense of ranking and power they may hold in society. These symbols affect the attitude of society towards individuals and may influence the manner in which individual members may interact with one
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As opposed to the past, there is now a new found interest in sociology of consumer behavior.This new found interest was attributed to the the people’s change of orientation from production oriented to consumption oriented. This shift is also attributable to the aforementioned cultural turn. However there is still a persistent stigma in comprehending and studying the sociology of Consumer Behaviour. The challenge for the future includes bringing this field to the forefront and understanding this subject in greater detail to as to benefit consumers, manufacturers and

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