Sociology of Consumption

This course introduces students to the sociological analysis of new consumption patterns that have recently impacted the ongoing social, economic and cultural practices of the consumer society, by focusing particularly on advertising communication. Students will learn how to analyze and interpret advertisements and the role advertising plays in society, culture, and the economy. The course will begin by exploring the historical and social contexts in which advertising has evolved and exists today as a central aspect of capitalist economy and consumer society. This will involve looking at social structures, economic conditions, media institutions, and governmental regulations. The course will then examine the creation of advertising content. On the one hand, by identifying the internal rules and structuring principles which underlie advertising messages and enable them to be meaningful. On the other hand, by describing the various networks of organizations and professionals that collaborate to bring advertisements to life as well as the motivations and interests that drive those different agents. Throughout this section, the students will become familiar with and learn to apply a variety of sociological tools. Finally, the course will examine the ways in which advertising is enlisted in processes of cultural representation and identity construction, by considering the place of advertisements in society, and the place of society in advertisements.