Consumer Culture
A.Y. 2024/2025
Learning objectives
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.
Expected learning outcomes
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
Lesson period: Second trimester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
Second trimester
Course syllabus
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
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
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
Prerequisites for admission
Prerequisites: a basic knowledge of social research methods, sociological theories and/or marketing theory
Teaching methods
Frontal lessons, seminars, supervised group work, debates, presentations
Teaching Resources
*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.
Press articles
- Atal, M.R., & Rifley, A.R. (2011). Advertising in the pandemic: how companies used COVID as a marketing tool. TheConversation, https://theconversation.com/advertising-in-the-pandemic-how-companies-used-covid-as-a-marketing-tool-172202
- Calarco, J. (2018). Why Rich Kids Are So Good at the Marshmallow Test. The Atlantic, https://www.theatlantic.com/family/archive/2018/06/marshmallow-test/561779/
- Monbiot, G. (2021). Capitalism is killing the planet - it's time to stop buying into our own destruction. The Guardian, https://www.theguardian.com/environment/2021/oct/30/capitalism-is-killing-the-planet-its-time-to-stop-buying-into-our-own-destruction
- Rokka, J., & Airoldi, M. (2018). Cambridge Analytica's 'secret' psychographic tool is a ghost from the past. TheConversation, https://theconversation.com/cambridge-analyticas-secret-psychographic-tool-is-a-ghost-from-the-past-94143
- Russell, H. (2021). Lego to remove gender bias from its toys after findings of child survey. The Guardian, https://www.theguardian.com/lifeandstyle/2021/oct/11/lego-to-remove-gender-bias-after-survey-shows-impact-on-children-stereotypes
- Stahel, W.R. (2016). The Circular economy. Nature News, https://www.nature.com/articles/531435a
*Mandatory readings for non-attending students (non frequentanti)
Books:
- Sassatelli, R. (2007). Consumer culture: History, theory and politics. Sage.
- Airoldi, M. (2021). Machine Habitus: Toward a Sociology of Algorithms. Polity.
Academic articles:
- Airoldi, M. (2021). Digital traces of taste: methodological pathways for consumer research. Consumption Markets & Culture, 24(1), 97-117.
- 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.
Press articles
- Atal, M.R., & Rifley, A.R. (2011). Advertising in the pandemic: how companies used COVID as a marketing tool. TheConversation, https://theconversation.com/advertising-in-the-pandemic-how-companies-used-covid-as-a-marketing-tool-172202
- Calarco, J. (2018). Why Rich Kids Are So Good at the Marshmallow Test. The Atlantic, https://www.theatlantic.com/family/archive/2018/06/marshmallow-test/561779/
- Monbiot, G. (2021). Capitalism is killing the planet - it's time to stop buying into our own destruction. The Guardian, https://www.theguardian.com/environment/2021/oct/30/capitalism-is-killing-the-planet-its-time-to-stop-buying-into-our-own-destruction
- Rokka, J., & Airoldi, M. (2018). Cambridge Analytica's 'secret' psychographic tool is a ghost from the past. TheConversation, https://theconversation.com/cambridge-analyticas-secret-psychographic-tool-is-a-ghost-from-the-past-94143
- Russell, H. (2021). Lego to remove gender bias from its toys after findings of child survey. The Guardian, https://www.theguardian.com/lifeandstyle/2021/oct/11/lego-to-remove-gender-bias-after-survey-shows-impact-on-children-stereotypes
- Stahel, W.R. (2016). The Circular economy. Nature News, https://www.nature.com/articles/531435a
*Mandatory readings for non-attending students (non frequentanti)
Books:
- Sassatelli, R. (2007). Consumer culture: History, theory and politics. Sage.
- Airoldi, M. (2021). Machine Habitus: Toward a Sociology of Algorithms. Polity.
Academic articles:
- Airoldi, M. (2021). Digital traces of taste: methodological pathways for consumer research. Consumption Markets & Culture, 24(1), 97-117.
- 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.
Assessment methods and Criteria
*Attending students (frequentanti):
- Individual short essay (1500 words max) presenting and discussing one consumption debate, referring to relevant sources, examples, and theories [50% of the final grade];
- Group project (5000-word paper + presentation) analyzing one example of consumption collective/practice by mobilizing theories and concepts of the course [50% of the final grade];
- Oral exam (optional) [min -10%, max +10% of the final grade].
*Non-attending students (non frequentanti)
- Oral exam
- Individual short essay (1500 words max) presenting and discussing one consumption debate, referring to relevant sources, examples, and theories [50% of the final grade];
- Group project (5000-word paper + presentation) analyzing one example of consumption collective/practice by mobilizing theories and concepts of the course [50% of the final grade];
- Oral exam (optional) [min -10%, max +10% of the final grade].
*Non-attending students (non frequentanti)
- Oral exam
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 9
Lessons: 60 hours
Professor:
Airoldi Massimo
Shifts:
Turno
Professor:
Airoldi MassimoProfessor(s)
Reception:
Wednesday 14.30-17.30
Teams (by appointment)