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Global Consumer Culture: 

Global Consumer Culture CAHS 2000 Fall 2006

Myths: 

Myths It Works like Magic! Myths stories containing symbolic elements that express shared emotions and cultural values Emphasize how things are interconnected Maintain social order by authorizing a social code Provide psychological models for individual behavior and identity Myths often feature a conflict between opposing forces and the story’s resolution acts as a moral guideline. Myths in modern popular culture Trademarks Movies Commercials and advertisements

Cultural Myths and Symbols (continued): 

Cultural Myths and Symbols (continued) Cultural symbols objects that represent beliefs and values Conspicuous consumption acquisition and visibility of “luxury” goods and services to demonstrate one’s ability to afford them

Modern Mythology: 

Modern Mythology Mythology of Excess Consumerism Consumption will make everyone happy Eternal Youth The search for the ideal self Global Village We can communicate with the world

Urban Legends: 

Urban Legends Urban legends stories passed by word of mouth that purport to be nearly firsthand accounts of real events but are fictitious; they contain a moral lesson Proctor and Gamble Starbucks http://www.truthorfiction.com/rumors/s/starbucks.htm Urban Legends: The site

Rituals: 

Rituals Ritual: A set of symbolic behaviors that occur in a fixed sequence. Many rituals are at the heart of consumers’ relationship with favorite products. Coffee drinkers incorporate favorite brand into drinking ritual - this is a determinant of brand loyalty (e.g., Starbucks…) Many business owe their existence to customers’ need for ritual artifacts such as birthday cakes, diplomas, ceremonial wine, cigars, greeting cards . . .

Cultural Rituals: 

Cultural Rituals Activities that combine blueprints for action and understandings Repetitive behavioral sequences Organize people’s feelings Facilitate and simplify group communications Organized life experience and give it meaning Useful in hading situations involving risk, whether risk is social, emotional, or physical Marketing opportunity: product positioning Ritual goods – indispensable to the meaning of the ritual experience and are used to communicate symbolic messages

Important Categories of  Consumer Rituals: 

Important Categories of Consumer Rituals Grooming rituals binary oppositions: private/public and work/leisure (e.g..., bath) Rites of passage separation/liminality/aggregation (e.g..., military) Gift-giving purchase/presentation/reformulation Self-gifts

Grooming Rituals: 

Grooming Rituals Nivea is well-known for its numerous skin care products. Research conducted for the company as it sought to develop a more consistent brand image for all of its lines in the 1990’s confirmed the important, yet intangible functions played by these items for women as they conduct private grooming rituals.

Dynamics of the Ritual of the Marriage Proposal: 

Dynamics of the Ritual of the Marriage Proposal Social and symbolic ritual Logic of spectacle Aspects Drama Setting Front Appearance Manner

Marriage Proposal Websites: 

Marriage Proposal Websites Down on One Knee - http://www.proposingmarriage.com/ This ebook contains dozens of suggestions for planning an engagement.  Romance Cup Marriage Proposals - http://www.romancecup.com Custom drafted proposal ideas customized to your own personal facts for $150.  Proposal Planners - http://www.2propose.com/ Offers ideas and arrangements for an extravagant marriage proposal. Fee-based. (Requires registration to see ideas and information.)  The Story Behind the Rock - http://www.thestorybehindtherock.com An online website with ideas for proposing. Also available in a book format.  Great Marriage Proposal Stories - http://www.firstdance.com/mp2.htm A collection of dozens of real life marriage proposal stories.  The Wedding Engagement and the Ring -http://www.cftech.com/BrainBank/OTHERREFERENCE/ETIQUETTE/TheEngagement.html A short history and practical guide behind wedding engagement preparations.  Awesome Ideas for Marriage Proposals - http://www.awesomeromance.com 100s of the worlds most unique and creative ideas on popping the question. Selection of the worst engagement stories too.  Engaging Moments - http://www.bridalzine.com/engage.html Several short stories of various couples engagements.

Chinese Moon Festival: 

Chinese Moon Festival On the 15th day of the 8th month of the lunar calendar The custom of paying homage to the fairy and Jade rabbit is gone, but moon cakes are showing improvement every year. There are hundreds of varieties of moon cakes on sale a month before the arrival of the Moon Festival. Some moon cakes are of very high quality and very delicious. An overseas tourist is advised not to miss it if he or she happens to be in China during the Moon Festival. moon cake http://www.chinavista.com/experience/moon/moon.html

Your Consumption Rituals?: 

Your Consumption Rituals? Now is the time for you to share your projects!

Sacred and Profane Consumption: 

Sacred and Profane Consumption Sacred Consumption: Involves objects and events that are “set apart” from normal activities and are treated with some degree of respect or awe. Profane Consumption: Involves consumer objects and events that are ordinary, everyday objects and events that do not share the “specialness” of sacred ones.

Slide15: 

Sacred Possessions: Your Perspective? Sacred Sites: Sacred Times: Tangible Things: Intangible Things: Persons or other Beings: Experiences: ________________ ________________ ________________ ________________ ________________ ________________

From Sacred to Profane, and Back Again: 

From Sacred to Profane, and Back Again Sacralization: Ordinary events or products are accorded special significance by a culture Examples: The Super Bowl, Elvis Presley, movie paraphernalia Collecting: refers to the systematic acquisition of a particular object or set of objects Examples: Happy Meals, TY

From Sacred to Profaneand Back Again: 

From Sacred to Profane and Back Again Desacralization: Sacred events or products are stripped of special status and/or reproduced in mass quantities Religious symbols such as jewelry, country flags in clothing, “Mona Lisa” keychain

Domains of Sacred Consumption: 

Domains of Sacred Consumption Events Vacation World Cup Auburn/Alabama game!!!

Domains of Sacred Consumption: 

Domains of Sacred Consumption PEOPLE Marilyn Monroe John F. Kennedy Elvis

Domains of Sacred Consumption: 

Domains of Sacred Consumption Places Mecca Disney World Graceland