Erica Carter
Erica Carter teaches Cultural Studies at the University of Warwick. Recently, she published How German is She? Postwar West German Reconstruction and the consuming Woman (1996), in which she explores how the development of a "social market economy" after 1949 gave a new centrality to consumers as key players in the economic life of the (German) nation and in that process gave women a new public significance. Carter argues that concepts of nationhood survived in the rhetorics of public policy and in popular culture of the period.
Carter's (1984) interesting argument regarding young women and their relationship to consumerism and the market owes much to early feminist critique. Carter insists that the "image industries"
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Girls are written into youth cultural theory in the language of consumption--initially, as objects for consumption by men. At first, British cultural theorists thought of girls as an absence, a silence, a silence which could only be filled in some separate world of autonomous female culture. Feminist researchers turned to the family as the pivotal point. In following working-class girls into the closed arena of the family, researchers of female culture gained insight into the possibilities of specifically female cultural forms. In this way, they thought of so-called 'bedroom" culture as analogous to male subcultures (p. 105).
Searching for autonomous female cultural forms in the bedroom hideaways of teenage girls has been problematic--in terms of the creative, productive, and potentially subversive power of this mode of femininity. Researchers thought that studying "teeny bopper culture" was the key which would unlock the potentialities of specifically female forms. Subculture theory proved to be an inadequate starting point for studies of female culture.
The spectacle of working-class subcultures erupted into a gap between class relations as they are lived by working-class youth and the classless categories according to which capitalist markets are structured. Ever since W.L. Warner's (1960) classic study of social class in America, the marketing establishment has measured consumers against typological grids on
They were born in great numbers and as a result became the most powerful group of consumers. Advertisers soon set the guidelines to what material commercial products every girl needed to obtain her status in society. Women’s roles on television gradually changed from perfect housewives to mystical genies and witches with power, but somehow they always subdued their power to please their men. In the background women were fighting for equal rights and equal pay, but the media portrayed these protests as isolated events and acts of extremists. The newscasts attempted to label feminists as women who protested against being exploited and “looked at” by exploiting themselves and secretly wanted men’s attention by these protests. Television did respond by developing a new “tougher” woman, but made her success dependent on her attractiveness and sexuality. The media’s simultaneous promotion and containment of the women’s movement left the young women of the seventies exposed to what Douglas refers to as social schizophrenia (9). Feminist were now rejecting cosmetics and other marketed ploys that contributed to the oppression of women, leaving industries that were primarily focused on women’s “needs” struggling to address this while maintaining their market. Mass media encouraged and exploited commercial androgyny with unisex fashions and Madison Avenue promoted a new “natural look” that was anything but natural. This look promoted a Lolita image that
Launched on March 1959, the Barbie doll is a toy that was first put on display in New York. It quickly garnered a lot of attention with the target audience of the creators, young girls. This doll was different than its previous dolls because it was a doll that was an ideal representation of a woman. Thus allowing young girls to use their imagination to create and act-out what this doll’s life is like and what their future would potentially be. To successfully understand this toy, we must think like C Wright Mills, a sociologist who asks to use our sociological imagination, the intersection of one’s biography and history. This artifact reflects and perpetuates the dominant ideology of how to perform your gender the “right” way in the early 1960s. I will argue this demonstrates West and Zimmerman’s concept of “doing gender” which is clarified with Judith Butler’s concept of socialization of gender.
Have you ever referred to someone as “high class,” “middle class,” or “low class?” The article “Class In America” is a very educated read and describes the way people are characterized by their “class.” I think that this article informs all types of readers and allows people to see how people are grouped based on themselves. “Class in America” is written to show and prove to society that people do not talk about “class” anymore, because of the way the world looks at it today. Gregory Mantosis is the author of the article, and he uses many facts and data to prove his points.
The economy is a very fragile thing; however it can have an enormous impact on people. Americans especially are affected because they are so greedy, they always want more. Because Americans are very materialistic, they can become overly arrogant and possessive since they are used to getting their way, on account of having money.
There is much debate about the issue of social class in the United States. There are arguments about whether social classes are distinctly separate or fluid, dependent upon one’s community or society as a whole, and if they are subjective or objective (Hughes and Jenkins). However, despite the debate surrounding social classes, it is still important to try to define them and analyze their effects, as they are such an important part of our identity and our opportunities in society. Although our society has tried to appear as though we have no classes, and it is becoming harder to tell what class someone is in by material goods, classes do still exist today (Scott and Leonhardt). The trend has been to divide the U.S. into four major
In Jamaica Kincaid’s short story “Girl,” the narration of a mother lecturing her daughter with sharp, commanding diction and unusual syntax, both affect the evolution of a scornful tone, that her daughter’s behavior will eventually lead her to a life of promiscuity that will affect the way people perceive her and respect her within her social circle. As well as the fact that it emphasizes expectations for young women to conform to a certain feminine ideal of domesticity as a social norm during this time and the danger of female sexuality.
Times have since changed. Gender roles and expectations have evolved just as the societal lines dividing the social classes. Where populations were once divided in two broad groups, aristocracy and commoners, social stratification has deepened and expanded. The Industrial Revolution, Post World War Two technological advances, the Civil Rights Movement and the Feminist Movement have each played a significant role in the development of the class system of modern society. The widespread use of credit has done the most to blur the lines of social status distinction, but has not stopped advertisers from relying on the conventional standards of using luxury items to offer the appearance of elevated social status. Even with the blurring of class lines, advertisers continue to reinforce the preconceived notions that social position is related
link.galegroup.com/apps/doc/EJ3010714208/OVIC?u=scot67242&xid=d9cbf746. Accessed 20 Nov. 2017. Originally published as "Feminism, Consumerism, & the Sexualization of Girls,", 2 Mar. 2007.
As we are constantly exposed to mass media and popular culture in our modern society, the insidious nature of consumerism has allowed it to penetrate into every aspect of our lives, dictating our very beliefs, values and wants. Nearly every individual in our society subconsciously conforms to the shallow and superficial mindset that characterises our consumerist culture. This idea is highlighted by the following texts; the poem “Enter without so much as knocking” by Bruce Dawe, an extract from the sermon “The Religion of Consumerism” delivered by Peter House, the poem “Breakthrough” by Bruce Dawe, and the
In Lives of Girls and Women, people grow out of reading. As the protagonist Del says, reading “persisted mostly in unmarried ladies, would have been shameful in a man” (Munro, 117). As in The Bell Jar, women in Lives of Girls and Women who are educated and who are professionals are seen as masculine and immature. Mature and marriageable women learn to use make-up and to flaunt their physical beauty. Del overturns this rule by memorizing poetry and doing well academically. Both Esther and Del feel that academic achievements best define and express their sexuality, though not necessarily enhancing their sexual lives. While the bored, rich girls in The Bell Jar spend most of their time painting their nails and getting a tan, Esther feels out of place among the idle and the fashion-conscious. Her friend Doreen admits that at her college, all the girls “had pocket-book covers made out of the same material as their dresses”(Plath, 5). The night that Doreen returns drunken from the apartment of a stranger named Lenny, Esther closes her door on her friend but does not have the heart to lock it. Thus, Esther successfully shuts out the false societal values of female sexuality for a while, but acknowledges that her form of sexuality must co-exist with that of Doreen and of other females in her society.
We live in a society where the similarities between female and males are seen at birth. It begins innocently with the toddlers; girls get pink while boys get blue. The gap between boys and girls develops with time and becomes increasingly apparent. There are still gender stereotypes today, but it is not as bad as it was in the past. Jamaica Kincaid’s short story “Girl” perfectly portrays gender stereotypes. It represents gender concepts as cultural constructs in the period it was written. These conceptions are comparable to current stereotypes about gender. The book gives us a list of commands from a mother to a daughter. Men in the society are dominant to the women, and the set of rules is a product of patriarchy whereby the mother and daughter appear as subordinates to the men in their lives. The article makes one aware of the prevailing masculine hierarchy that exists in a family, and how it creates firm gender roles for females in the society.
As a country, Americans love to shop. Whether in malls, grocery stores, on the Internet, or elsewhere, the culture of buying is deeply ingrained in American culture. Fueled largely by advertising and the current credit system, America’s consumer culture is depleting our planet’s finite natural resources and polluting our environment. Consumerism has instilled in Americans an artificial, ongoing, and insatiable desire for mass-produced and marketed products, and the money with which to buy them, with little regard to their actual usefulness or necessity. This constant desire to acquire more possessions is poisoning the planet, as it can never be sated and thus results in the never-ending exploitation of the Earth’s natural resources, and
Girls, young women, and mature mothers. Society has consistently given women strict guidelines, rules and principles on how to be an appropriate member of a man’s society. These rules are set at a young age and enforced thoroughly into adulthood. When not followed accordingly, women often times too many face reprimanding through means of verbal abuse, physical abuse, or social exile. In the midst of all these strict guidelines and social etiquette for girls, a social rebellion started among girls and women and gender roles were broken, however the social rebellion did not and does not affect all girls and women. For instance, in less socially developed places, young girls on the brink of womanhood are still strongly persuaded to be a man’s idea of a “woman”.
There are some economists who support a theory the U.S. economic system is without a social class system, in the typical sense. However, through many proven research methods, science leans in the opposite direction of that theory. It has been shown that humans have a natural tendency to not only roam in places where they feel as though they belong, but they also exhibit similar traits in spending based on their surroundings. The main idea of the article “Social Classes and Spending Behavior” by Pierre Martineau is to understand consumer spending behavior in different social classes in order to apply a specific research design, created by Lloyd Warner, to several different market models. When a consumer of visibly lower social class walks into a expensive department store, the clerks inside will treat her considerably different than they would if a different customer from a noticeably higher living standard walked in (121). By having the difference between them, people who have the same standard will be treated differently in subtle ways (121). Apart from how others from separate social classes are treated, there is also differences among consumers of the same income level, which serves as a better indicator of their social class, as opposed to income level. It is said that Middle-class people do not hesitate when buying refrigerators and other appliances which is durable goods, also no hesitation when buying things in discount houses and making purchase in bargain stores
Today, people consume for pleasure. The act of consuming goods may allow one to fit in, feel confident, or participate socially in shopping culture. Consumerism has become a universal behaviour amongst most people and groups. According to Sharon Boden, consumption is affected by both external and internal constraints and expectations (150). I argue that consumerism and consumption is no longer an accurate indicator of a person’s actual status and wealth. As a society, we have increased accessibility to commodities and experiences. For example, driving a Mercedes-Benz is no longer a symbol of being wealthy or belonging to the upper class. Leases or loans have brought such luxuries to a broader spectrum of social