Consumer culture
A.A. 2023/2024
Obiettivi formativi
The course aims to provide students with a theoretical and conceptual toolkit to critically understand the historical roots, sociological aspects, and political implications of consumption, with a focus on contemporary and digital consumer cultures.
The course is composed of three main parts. The first one looks at the historical development of consumer societies, also focusing on the recent and widespread datafication of consumption and platformization of markets. The second part covers sociological theories on taste, consumer identities, consumption collectives, consumer imaginaries, and resistance. The third part deals with three major debates about the ethical and political implications of contemporary consumer cultures: a) the ethics of marketing in the age of surveillance capitalism; b) consumption and the reproduction of social inequalities; c) consumer culture and environmental challenges. Students will work both individually and in groups in order to analyze and discuss empirical cases of consumption practices and lifestyles, thus developing capacities of critical reading and writing, as well as oral presentation and teamwork.
The course is composed of three main parts. The first one looks at the historical development of consumer societies, also focusing on the recent and widespread datafication of consumption and platformization of markets. The second part covers sociological theories on taste, consumer identities, consumption collectives, consumer imaginaries, and resistance. The third part deals with three major debates about the ethical and political implications of contemporary consumer cultures: a) the ethics of marketing in the age of surveillance capitalism; b) consumption and the reproduction of social inequalities; c) consumer culture and environmental challenges. Students will work both individually and in groups in order to analyze and discuss empirical cases of consumption practices and lifestyles, thus developing capacities of critical reading and writing, as well as oral presentation and teamwork.
Risultati apprendimento attesi
The expected learning outcomes relate to the development of the ability to: illustrate and critically discuss the history and political implications of consumer culture and consumer society; describe and explain key sociological theories regarding the social roots, social uses, and digitalization of consumption; produce research essays and team presentations that analyze real-life consumer cultures in a sociologically sound and methodologically rigorous way; apply the acquired knowledge to design, implement, and critically assess communication strategies within public, corporate, and political organizations
Periodo: Secondo trimestre
Modalità di valutazione: Esame
Giudizio di valutazione: voto verbalizzato in trentesimi
Corso singolo
Questo insegnamento può essere seguito come corso singolo.
Programma e organizzazione didattica
Edizione unica
Responsabile
Periodo
Secondo trimestre
Programma
Part 1: introduction
Introduction to the course
Consumer culture: history & key definitions
Consumer culture: history & key definitions
Beyond needs: consumption as social fact
Consumption: social roots & social uses
Group formation, projects brainstorming
Production, consumption, manipulation
From market research to consumer surveillance
Algorithmic consumer culture
Part 2: theory
Taste: a multifaceted research object
Taste formation: emulation, emotions, cognition
Taste reproduction: habitus & distinction
Identities, contexts, practices, norms
Consumer collectives & consumption rituals
Consumer imaginaries, brands & media
Commodification & social life
Consumption, politics & resistance
Researching consumption
Part 3: practice [optional]
Group project tutorship
Marketing and ethics
Marketing and ethics: debate
Group project tutorship
Consumption & inequalities
Consumption & inequalities: debate
Group project tutorship
Consumption & environment
Consumption & environment: debate
Group project presentation - part 1
Group project presentation - part 2
Introduction to the course
Consumer culture: history & key definitions
Consumer culture: history & key definitions
Beyond needs: consumption as social fact
Consumption: social roots & social uses
Group formation, projects brainstorming
Production, consumption, manipulation
From market research to consumer surveillance
Algorithmic consumer culture
Part 2: theory
Taste: a multifaceted research object
Taste formation: emulation, emotions, cognition
Taste reproduction: habitus & distinction
Identities, contexts, practices, norms
Consumer collectives & consumption rituals
Consumer imaginaries, brands & media
Commodification & social life
Consumption, politics & resistance
Researching consumption
Part 3: practice [optional]
Group project tutorship
Marketing and ethics
Marketing and ethics: debate
Group project tutorship
Consumption & inequalities
Consumption & inequalities: debate
Group project tutorship
Consumption & environment
Consumption & environment: debate
Group project presentation - part 1
Group project presentation - part 2
Prerequisiti
Prerequisites: a basic knowledge of social research methods, sociological theories and/or marketing theory
Metodi didattici
Frontal lessons, seminars, supervised group work, presentations
Materiale di riferimento
*Mandatory readings for attending students (frequentanti)
COURSE BOOK: Sassatelli, R. (2007). Consumer culture: History, theory and politics. Sage.
READING PACK (provided by the teacher):
Academic articles
- Airoldi, M. (2021). Digital traces of taste: methodological pathways for consumer research. Consumption Markets & Culture, 24(1), 97-117.
- Airoldi, M., & Rokka, J. (2022). Algorithmic consumer culture. Consumption Markets & Culture, 25(5), 411-428.
- Arnould, E. J., Arvidsson, A., & Eckhardt, G. M. (2021). Consumer Collectives: A History and Reflections on Their Future. Journal of the Association for Consumer Research, 6(4), 415-428.
- Arvidsson, A. (2004). On the 'Pre-History of The Panoptic Sort': Mobility in Market Research. Surveillance & Society, 1(4).
- Atkinson, W. (2011). The context and genesis of musical tastes: Omnivorousness debunked, Bourdieu buttressed. Poetics, 39(3), 169-186.
- Baudrillard, J. (1998/1970). Towards a Theory of Consumption. In The Consumer Society. Myths and Structures. Sage.
- Illouz, E. (2009). Emotions, imagination and consumption: A new research agenda. Journal of consumer culture, 9(3), 377-413.
- Rokka, J., & Canniford, R. (2016). Heterotopian selfies: how social media destabilizes brand assemblages. European Journal of Marketing, 50(9-10), 1789-1813.
- Sassatelli, R. (1999). Interaction order and beyond: A field analysis of body culture within fitness gyms. Body & Society, 5(2-3), 227-248.
*Mandatory readings for non-attending students (non frequentanti)
Books:
- Sassatelli, R. (2007). Consumer culture: History, theory and politics. Sage.
Academic articles:
- Airoldi, M. (2021). Digital traces of taste: methodological pathways for consumer research. Consumption Markets & Culture, 24(1), 97-117.
- Airoldi, M., & Rokka, J. (2022). Algorithmic consumer culture. Consumption Markets & Culture, 25(5), 411-428.
- Arnould, E. J., Arvidsson, A., & Eckhardt, G. M. (2021). Consumer Collectives: A History and Reflections on Their Future. Journal of the Association for Consumer Research, 6(4), 415-428.
- Arvidsson, A. (2004). On the 'Pre-History of The Panoptic Sort': Mobility in Market Research. Surveillance & Society, 1(4).
- Atkinson, W. (2011). The context and genesis of musical tastes: Omnivorousness debunked, Bourdieu buttressed. Poetics, 39(3), 169-186.
- Illouz, E. (2009). Emotions, imagination and consumption: A new research agenda. Journal of consumer culture, 9(3), 377-413.
- Rokka, J., & Canniford, R. (2016). Heterotopian selfies: how social media destabilizes brand assemblages. European Journal of Marketing, 50(9-10), 1789-1813.
- Sassatelli, R. (1999). Interaction order and beyond: A field analysis of body culture within fitness gyms. Body & Society, 5(2-3), 227-248.
COURSE BOOK: Sassatelli, R. (2007). Consumer culture: History, theory and politics. Sage.
READING PACK (provided by the teacher):
Academic articles
- Airoldi, M. (2021). Digital traces of taste: methodological pathways for consumer research. Consumption Markets & Culture, 24(1), 97-117.
- Airoldi, M., & Rokka, J. (2022). Algorithmic consumer culture. Consumption Markets & Culture, 25(5), 411-428.
- Arnould, E. J., Arvidsson, A., & Eckhardt, G. M. (2021). Consumer Collectives: A History and Reflections on Their Future. Journal of the Association for Consumer Research, 6(4), 415-428.
- Arvidsson, A. (2004). On the 'Pre-History of The Panoptic Sort': Mobility in Market Research. Surveillance & Society, 1(4).
- Atkinson, W. (2011). The context and genesis of musical tastes: Omnivorousness debunked, Bourdieu buttressed. Poetics, 39(3), 169-186.
- Baudrillard, J. (1998/1970). Towards a Theory of Consumption. In The Consumer Society. Myths and Structures. Sage.
- Illouz, E. (2009). Emotions, imagination and consumption: A new research agenda. Journal of consumer culture, 9(3), 377-413.
- Rokka, J., & Canniford, R. (2016). Heterotopian selfies: how social media destabilizes brand assemblages. European Journal of Marketing, 50(9-10), 1789-1813.
- Sassatelli, R. (1999). Interaction order and beyond: A field analysis of body culture within fitness gyms. Body & Society, 5(2-3), 227-248.
*Mandatory readings for non-attending students (non frequentanti)
Books:
- Sassatelli, R. (2007). Consumer culture: History, theory and politics. Sage.
Academic articles:
- Airoldi, M. (2021). Digital traces of taste: methodological pathways for consumer research. Consumption Markets & Culture, 24(1), 97-117.
- Airoldi, M., & Rokka, J. (2022). Algorithmic consumer culture. Consumption Markets & Culture, 25(5), 411-428.
- Arnould, E. J., Arvidsson, A., & Eckhardt, G. M. (2021). Consumer Collectives: A History and Reflections on Their Future. Journal of the Association for Consumer Research, 6(4), 415-428.
- Arvidsson, A. (2004). On the 'Pre-History of The Panoptic Sort': Mobility in Market Research. Surveillance & Society, 1(4).
- Atkinson, W. (2011). The context and genesis of musical tastes: Omnivorousness debunked, Bourdieu buttressed. Poetics, 39(3), 169-186.
- Illouz, E. (2009). Emotions, imagination and consumption: A new research agenda. Journal of consumer culture, 9(3), 377-413.
- Rokka, J., & Canniford, R. (2016). Heterotopian selfies: how social media destabilizes brand assemblages. European Journal of Marketing, 50(9-10), 1789-1813.
- Sassatelli, R. (1999). Interaction order and beyond: A field analysis of body culture within fitness gyms. Body & Society, 5(2-3), 227-248.
Modalità di verifica dell’apprendimento e criteri di valutazione
*Attending students (frequentanti):
- Group project (5000-word paper + presentation) analyzing one example of consumption collective/practice by mobilizing theories and concepts of the course [100% of the final grade];
- Oral exam (optional) [min -10%, max +10% of the final grade].
*Non-attending students (non frequentanti)
- Oral exam
- Group project (5000-word paper + presentation) analyzing one example of consumption collective/practice by mobilizing theories and concepts of the course [100% of the final grade];
- Oral exam (optional) [min -10%, max +10% of the final grade].
*Non-attending students (non frequentanti)
- Oral exam
SPS/08 - SOCIOLOGIA DEI PROCESSI CULTURALI E COMUNICATIVI - CFU: 6
Lezioni: 40 ore
Docente:
Airoldi Massimo
Docente/i
Ricevimento:
Mercoledì 14.30-17.30
Teams (by appointment)