Does Consumption Create New Social Divisions?

Popular music is often one of the best lenses we have through which to view our own cultural orientation. Many of the artistic and experimental shifts in popular music have mirrored changes in our own society. For instance, the emergence of Elvis Presley as a public figure would signal the start of a sexual revolution and the growth in visibility of a rebellious youth culture. Similarly, the folk and psychedelic music of the 1960s was closely entangled with the Civil Rights, anti-war and social protest movements. In this regard, we can view popular music as an artifact through which to better understand the time and place in which it is produced. In light of this, the state of popular music today may suggest troubling things about our society.

Some may say music is just music; a song is just a song. However, music plays an enormous role in our psychology, because a single song has the ability to bring about many kinds of thoughts and emotions in the listener. Music is subtly one of the main factors in which people identify with certain groups and establish their belonging in society. It shapes people’s perspectives on how the world functions and the roles they play within it. Music can function the same way in a culture; it can reflect many of the culture’s values and ideologies. Music can have many effects on culture and the people’s idea of who they think they are within that culture. Music can serve in a way that promotes cultural identity and pride, yet it could also play a

In addition, some of the messages portrayed by rock artists go against social conduct. Nevertheless, others believe that it is immoral to advocate discrimination of any type of artistic expression. A compromise can be made based on the concept of the power of choice. Moreover, some are under the impression that it is up to the listener to decide what to listen to. If a particular kind of music generates negative affects on the listener in terms of their attitude and social conduct, as proposed by the opposition of rock’s influence,

The term consumer society goes beyond the mere act of shopping and the functional use of goods with contemporary

The reasons people choose to identify with certain genres of music are variable, but many are rooted in exposure through family. The age at which children are introduced to music is also variable in relation to one’s ‘family cultural formation.’ Turino writes about music as an identity marker multiple times throughout Music as a Social Life, and in both of these quotes explores why people are called to certain genres and how they behave within them. He states that early and extensive exposure to, and participation in a style will give individuals “the habits needed to perform [] in culturally appropriate ways,” ergo making them feel more comfortable within a musical style. But the comfortability isn’t all that matters; people are judged according

After World War II, Americans viewed their nation as an example for the world of what society that was committed to mass consumption looked like. Mass consumption transformed American life. Mass consumption lead to Americans buying a lot of material goods and while this was good for the American economy, this also lead to troubles. Consumer credit became very popular during the 1950s and many Americans were using this way of paying for things a great deal. Lizabeth Cohen in her book “A Consumers’ Republic the Politics of Mass Consumption in Postwar America”, argues that after World War II, there was a shift in Americas economic, political, and cultural system. Mass consumption was beginning to be a common thing seen in America during this time.

In contemporary American culture, consuming is as authentic as it gets. Advertisements, getting a bargain, garage sales, and credit cards are firmly entrenched pillars of our way of life. We shop on our lunch hours, patronize outlet malls on vacation, and satisfy our latest desires with a late-night click of the mouse. The idea that consumption is private should not, then, be a conversation- stopper. But what should a politics of consumption look like?

Combining lyrics, sound and images, they construct this performance to reflect the cultural standard they identify themselves with (Macinois&Plummer, 2014). If observed from the uses and gratifications perspective, on the consumption side, the targeted audience responds positively, because they seek to meet diversion and personal identity needs, reinforcing their values by comparing their lifestyle to that of their idols and aiming to meet their standard as close as possible (Alexander,

Some people argue that it is acceptable for people in the United States to consume at high levels because their consumerism keeps the world economy going. What are the weaknesses in this idea? Although America’s consumerism may seem to help the economy of less fortunate countries, this rampant depletion has become financially and ecologically unsustainable. Globally, 86% of consumption expenditures comes from the 20% of the world’s people in first world countries, while the poorest 20% account for only a meager 14%. It seems that consumption has become a function of our culture. Only by generating and selling goods does capitalism currently work; and the more produced and purchased the more we have progress and prosperity.

The Rise of Consumerism The definition of consumerism is “Continual expansion of one's wants and needs for goods and services”, and that is exactly what the rise of consumption was all about. It was a time when everything stopped being about basic needs and more about buying anything and everything people thought they needed, or as the definition says, “...expansion of one’s wants and needs”. It wasn’t only that people thought they needed it, they were actually being convinced and told by business’ that they needed it.

They are seen to be valued in society and are socially included and have a valued identity. The opposite to which is they repressed whom consume less are often socially excluded and have devalued identities. People can move in an out of these groups depending on their income and circumstances. Advertising and social norms put pressure on people to become part of the seduced group whom consume more. Women entering the work place, households having dual incomes, the rise in the supermarket whom have low cost items allows people to consume more on smaller incomes and the decline in repair services are all factors in the rise of consumption and therefore more rubbish is produced.

To most people in the 21st century, kicking back and pressing play on a playlist full of pop and rap music is an enjoyable pastime, however some people argue that modern music can no longer be considered an art. Music is a very opinion based topic so it is very difficult to discuss without disagreement although claiming that today’s popular music genres can no longer be classed as an art is blatant disrespect. Art is defined by the creation process, not whether people find it interesting; today’s celebrities do care a lot about public appearances although the deeper meaning behind their clothing, voice and choice of words forges the publicity into the art itself; music’s ability to reach large audiences and raise awareness of issues is still used heavily within today’s music.

The influence of media on society in the 21st century is undeniable. Of all the types of media, music and books stand out as two of the main strands that influences people the most. They are both invaluable resources of knowledge and entertainment that can be accessed by all age groups. However, the most important aspect of music and books that has made them so prominent to the 21st century audience is that it offers a wide range of genres and styles. Consequently, Music and books have become the principal method of entertainment in the lives of many, as it bestows upon people the opportunity to free themselves from reality, and exist in their own fantasy worlds. By comparing and contrasting the impact of music and books, a superior

“The consumption of some individuals and groups has the potential to negatively affect the “use-value” of other individuals’ consumption.”(Dean Curran, 2017, pg.32) Curran’s ideology intertwines with another sociologist, Allen Johnson, who introduced the concept of “structure” of society, and “agency” of society

As humans we are often categorized into certain social or economic groups, for example high class or low class or simply the nerdy or the “cool”. In an attempt to jump social circles one can employ musical taste to fit in with different groups. By simply claiming you hate one band, and love another you can completely shift the way people characterize you. As Bourdieu and Wilson lay out in this chapter, taste is a way to “fight for power and status” with your peers. It allows one to “condemn those beneath you”. Musical taste is a tool to categorize people and also shift the way you are personally characterized. If you are in tune with current musical trends and opinions of those around you, this can give you back control to help shape your own image. Music taste can be employed as a device to make friends, to jump social circles or to remain in one.