Marketing and Consumption - Part 3
Marketing and Consumption - Relationships with Internet Marketing - Part 3
Bourdieu struggles to explain how preferences and opinions could differ amongst individuals who occupy what he would define as identical positions in social space. This is reflected in some of his survey results, which show only minor variations between various occupational or educational groups, even though these results form the basis of his thesis. If Bourdieu’s reasearch was not so focused upon identifying the relationship between social class and consumption, a wider analysis would should that these individuals occupying the same social space, would have differences in consumption based on ethnicity, sexuality, gender, life-cycle stage, personality, whether they were the only child or part of a large family, all these innate and socialised factors will contribute to consumption, yet are largely overlooked by Bourdieu.
In addition many of Bourdieu’s theoretical arguments are based upon equivocal evidence. It seems that in the majority of cases the focus of Bourdieu’s arguments are designed to persuade the reader into his own line of reasoning, rather than to present an objective empirical case.
Bourdieu argues a strong causal relationship between social class and consumption.
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Bourdieu explains this relationship through individuals ‘habitus’ or position in culture and society. The habitus is a set of acquired tastes shaped by many forces, particularly social class. A taste for fine wine, classical music and great works of art are examples of markers of distinction, separating the consumption patterns of the classes. (Webb, Schirato, Danaher 2002)
Broadly speaking, consumption of the ruling class becomes the most distinguished in society, and desire for these consumption symbols (large house, expensive car) go far in explaining the reinforcement and reproduction of class domination throughout the subordinate classes. This consumption of symbols of social status creates cultural capital, which serves as a measure of social class and as a means to distinguish an individuals social identity in society.
Cultural capital serves as an important link between the individual’s earned and socialised achievements and their taste for cultural products.
Bourdieu (1984) and later Alasuutari (1997) argue that cultural capital shapes an individuals taste. Furthermore they state that cultural capital unlike economic capital increases when being used and stems from favourable conditions such as family, peers and education.
Weber (1946) described social class as a multidimensional phenomenon. He argued that class and status are the principal stratification dimensions in society. Weber’s definitions of class are largely limited to economic capital, alternatively status is seen to be more associated with social distinctions and lifestyle.
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Tags: bourdieu, cultural products, educational groups, multidimensional phenomenon, socialised achievements, socialised factors