Cultural consumption – Part 5
Cultural consumption – Part 5
Cultural consumption is seen to be determined mainly by taste. Taste then directs consumption towards distinct objects, items and events that each have different symbolic status. “Highbrow” objects which act as markers of distinction such as: fine arts, classical music and literature and “lowbrow” objects such as popular music, DVDs, and large clothes brands. The purchase of these goods, acts to reinforce the social power system in society and maintain the ruling class dominance. In other words, consumption of cultural objects are traditionally considered to be used to reinforce social boundaries and dividers. (Veblen 2003; Bourdieu 1984; Kane 2004)
Despite the influence of price or value at any given store, the customer will always judge the appeal of the store by the perceived class of customers and the perceived treatment from staff. This perception may not be accurate, however if the consumer believes it, then it will have the same effect as if it was true on consumption.
What is interesting to note is that is it acceptable for middle-class consumers to shop in low class discount stores such as Poundland as almost a novelty. However, it seems socially unacceptable for a lower class consumer to shop in a middle class store. The system is clearly beneficial to the higher classes, since it is accessible for the middle classes to occasionally move out of their privileged position, to achieve a special purchase, however upward social mobility, even temporarily, is rare for the lower classes, unless accompanied by a middle class individual.
Each major department store, furniture store, or supermarket has a different “pulling power” on different status groups. Although it is likely that many stores oscillate class boundaries to some extent. The social status of the department store becomes the primary basis for its definition by the consumer. The consumer is unlikely to enter a store where they might feel out of place, or unwelcome. In this instance social class identification acts are a predetermining factor in consumption decisions.