read slides 15-17
- Why do the authors use the “sandpainting” metaphor? What is the metaphor meant to illustrate?
2. Think about today’s sandpainters in capitalism. Choose any one group of capitalist sandpainters. How does that group of sandpainters help encourage consumption, generally? How has that group affected/influencedyourbuying habits? Use at least one concrete example.
Lecture 3: Constructing the Consumer Lecture 3: Constructing the Consumer SYP 2450 Global Society 1 Defining Terms - Capitalism I start this module with definitions of terms that are used throughout the course beginning with “capitalism.” The authors of your textbook, Robbins and Dowty, use the below definition: “…an economic and social regime in which capital, the source of income, does not generally belong to those who make it work through their labor.” 2 Defining Terms - Capitalism Here’s a simpler definition from another source*: “…an economic system built around the private ownership of the means of production, the pursuit of profit, and market competition. (Henslin*) What do these patterns of behavior, values, characteristics, do these definitions emphasize?* Henslin, James M. 2012 Essentials of Sociology: A Down-To-Earth Approach. New York: Pearson Ownership of capital (profit) by capitalists Workers produce profit/capital, through their labor, but don’t generally own it A regime that is BOTH economic AND social (has social implications.) Private (as against, public) ownership of the means of production (technology, tools, factories, raw material, etc.) Pursuit of PROFIT Market competition. 3 Defining Terms – Neoliberal Economics In this course we examine neoliberal economic principles that underlie capitalism. Neo-liberal economics are capitalist principles that: Advocate “…privatization of public functions and the “freeing” of markets for labor, money, goods, and services.”* Involve cutting of government intervention in the economy: little or no government regulation of tariffs, free flow of goods across borders, privatization of industry, etc.)* Revive early beliefs that “free trade” and laissez-faire capitalism will solve economic and social problems [See below for details] McMichael, Philip. 2007. Development and Social Change Timmons Roberts, and Amy Hite eds. “From Modernization to Globalization” Alejandro Portes: neoliberalism revives early beliefs in the ability of “free trade” and laissez-faire capitalism to solve economic problems Laissez-faire: French…literal translation “let do” – refers to freedom of private parties to conduct transactions without state (government) intervention. So again, without any government regulation of taxes, tariffs, or enforced monopolies. 4 Background – The “Culture” of Capitalism In the introduction to your text, Robbins and Dowty identify four (4) elements of capitalist culture: 1. the consumer, 2. the laborer 3. the capitalist, and 4. the nation-state. At some point in our lives, they tell us, almost everyone plays the roles of consumer, laborer, or capitalist: As consumers, we buy goods; as laborers we work for wages; as capitalists, some of us invest money in banks, insurance policies, pension plans, stocks, education and other enterprises from which we expect to profit. What ties these roles together is money. 5 Background – The “Culture” of Capitalism Text: The culture of capitalism involves sets of relations between capitalists, laborers, and consumers, tied together by the pursuit of money. Each depends on the others, yet each places demands on, and often conflicts with the others. The nation-state, the fourth element in this scheme, regulates these relations. This module examines the construction of one element: the consumer. Before doing so, though, we’ll examine the phrase “culture of capitalism,” starting with the concept “culture” briefly defined at the start of the course. 6 “Culture of Capitalism” “Culture “as defined in your textbook: “…involves all learned beliefs and behaviors, the rules by which we order our lives, and the meanings that human beings construct to interpret their universes and their places in them.” (Robbins and Dowty: 2019: 13) Think about what’s described above for a minute. The definition tells us: Culture is learned Culture involves beliefs, behaviors, rules, meanings . 7 Culture of Capitalism These “beliefs,” “behaviors,” “rules,” and “meanings,” reflect what Anthropology, the social science that is most focused on culture, identify as non-material elements of culture. *Non-material elements culture: a group’s ways of thinking including values, beliefs, accumulated knowledge about how to understand and navigate the world, and standards or “norms” about appropriate behavior, patterns of behavior including language, gestures, etc. Non-material culture is said by scholars to be “in our heads.” See the next few slides for more details on some non-material cultural elements. Material elements of culture: refers to physical objects produced by people in a particular culture, including tools, machinery, buildings, art, shopping malls, housing, etc 8 Select Elements of Non-Material Culture Beliefs: The specific convictions or opinions that a culture’s people generally accept as being true. Our cultural beliefs encourage us to understand fundamental issues in the world in a particular way. How people answer certain questions (Are all men created equal? Is democracy really the best type of government? Is violence justifiable when pursuing an important goal?) depends, in part, on their cultural beliefs. Beliefs ask the question “What is true?” Example of U.S. cultural belief?* * America is the greatest country in the world. [I know you think everyone believes their country is the greatest or the best. But while people in other countries may say theirs is the best or the greatest, it is unlikely that they really believe that it is (in the way that Americans do). Their assertion tends to reflect devotion to and pride in country, as against a sense of superiority. 9 Select Elements of Non-Material Culture Values - deeply held principles or standards that people use to make judgments about the world, especially in deciding what is desirable or worthwhile power achievement hedonism stimulation self-direction universalism benevolence tradition conformity security Values ask the question, “What is desirable?” Values are not universal; they change over time; they do not always coexist peacefully. 10 Select Elements of Non-Material Culture Norms: Rules and expectations for appropriate behavior. Since they suggest what is appropriate, norms serve as a bridge between a culture’s beliefs, values, and its practices. Norms can tell people what they should and should NOT do. E.G. A U.S. cultural norm might be looking directly at someone when you’re speaking to them. Another is driving on the right side of the road. Or respecting personal space. Norms ask the question “What is appropriate?” 11 Select Elements of Non-Material Culture Norms are not fixed or rigid. They vary across culture groups and change over time, differ across culture, and may differ within a culture. E.G. The norm for addressing a professor in an American university is to use the title ‘Dr.’ or ‘Professor.’ In Spain, students often use the professor’s first name. What about changing norms over time? Can you think of some? Hint: Smoking; tattoos; alcohol 12 Select Elements of Non-Material Culture Some scholars argue that non-material culture exists “in our heads.” And, as such, non-material culture is often taken-for-granted. Think of an example of a belief, or norm that is culturally American (or something else if you’re from another country). Write it down. How conscious are you that this belief, or norm is “cultural?” Do you walk around saying/thinking “We do/believe xxx because of culture? How conscious are we of how this cultural belief or norm influences our actions, and reactions? 13 Why Focus on Culture? Because the “culture” of capitalism possesses its own learned beliefs, behaviors, rules by which we order or lives, etc. Its own beliefs, values, norms, And what is this culture? Well, that’s a big question that will be answered throughout the course. We begin with the below: According to the text, the culture of capitalism is committed to encouraging production and sale of commodities. For capitalists, it encourages the accumulation of profit; for laborers, the accumulation of wages; for consumers, the accumulation of “stuff.” NOTE: All are norms. All reflect cultural beliefs, and values. 14 Why Focus on Culture? In fact, American culture specifically--and Western culture, more generally--may be characterized as the culture of capitalism, or more specifically consumer capitalism . The central premise of the culture of consumer capitalism is that commodity consumption is the source of well-being. Consumption here reflects cultural beliefs, values, and norms. 15 Culture (of Capitalism) and Us As Robbins and Dowty point out, though, it is difficult to describe the effects of culture on people’s lives. Abstract descriptions like those that appear in definitions don’t really help us understand how all-encompassing our culture can be in determining our view of the world. So they provide a metaphor for culture in using a Navajo (Native American, Southwest group) healing practice knowns as ‘Sandpainting.’ See text pp. 13-14 for details 16 Sandpainting - Metaphor for Impact of Culture The point? Capitalism has its own ’sandpainters.’ Text: “They are individuals who are given the responsibility for representing the universe to others and who have the power to define the elements that are essential in locating and defining our identities.” So they are both responsible for and have the power to: 1. tell us what our reality looks like 2. what is/should be important as far as determining *who* we are! 17 “Sandpainters” in Capitalism Include: Marketing specialists, advertisers, government agents, corporate public relations specialists, entertainers, and journalists. They create a picture of the world that’s designed to maximize production and consumption of goods. They help create a culture in which the most significant elements are commodities and in which the consumer’s first duty is to buy (or “Shop till you drop.” ) Virtually all our everyday activities--work, leisure, the fulfillment of social responsibilities--take place in the context of commodities. And they take place In a context in which shopping, like sandpainting, serves as the therapeutic activity. [INGENUOUS!!] 18 Questions to Consider Take a mental inventory of your possessions at home, in your bedroom, or dorm room. What do you own? How about your parents? How many TVs? Mobile phones? Cars? Computers? Tablets? Apple watches? Furniture? What pieces are absolutely necessary for survival? Which are simply decorative (accent furniture)? Could you live without any item? Or brand? Or fewer (say, shoes? Purses? Speakers?) Or a different less fancy/lower performance car? Is there any daily activity that does not involve consumption (i.e. for which you don’t have to pay/buy a commodity?) 19 So, how did we get here? 20 The Consumer Was “Constructed” People are not naturally (born) consumers. In fact, the consumer had to be “invented” Before the 20th century, American culture emphasized moderation and self- denial. People were encouraged to save; spending, especially on luxuries, was considered wasteful. People bought only basic foodstuffs, clothing, household utensils, etc. Therefore, to change these habits and encourage consumption, luxuries had to be transformed into necessities. 21 Transforming Luxuries Into “Necessities” The