Chapter 5 – Shopping
Chapter Summary
This chapter examines a key activity in consumer culture: shopping. After learning a bit about the history of shopping, we look at the broader social context that shapes our individual desires, motivations, and values. This topic raises questions of consumer agency: are we consumer dopes manipulated by corporations to buy brand-name products, or are we consumer heroes who have full sovereignty over decision-making? We also examine the role shopping and consumer culture play in establishing social order, drawing from sociological concepts like social solidarity and anomie. Shopping offers insight into how we come to feel part of social groups, as well as the isolation that can accompany our modern emphasis on individualism. We may shop to feel a connection with others, but at the same time, shopping may exacerbate feelings of isolation. For that reason, some scholars see shopping as a social problem.
Further Reading
Zukin, Sharon and Jennifer Smith Maguire. 2004. “Consumers and Consumption.” Annual Review of Sociology 30(1):173–97.
Sharon Zukin and Jennifer Smith Maguire explore consumption as a social, cultural, and economic process. They discuss the rise of mass consumption through innovations in retail spaces and advertising, highlighting how consumer goods and sites democratize desire while reinforcing social hierarchies. The authors emphasize the role of consumption in identity formation, where individual choices reflect broader social structures and cultural capital. They also examine how consumption shapes collective identities, such as ethnicity and nationality, while providing opportunities for both conformity and resistance. Finally, they analyze historical transitions to consumer societies, particularly in post-socialist regions, where structural changes have made consumption central to modern life and global dynamics .
Discussion questions
- What does it mean for economic and cultural institutions to shape consumer behaviour? How does this view differ from conventional understandings of consumption?
- How does consumer culture, as discussed by Zukin and Smith Maguire, enable or constrain social solidarity in modern societies? In what ways does it contribute to anomie?
- In what ways do retail spaces like department stores (or e-commerce sites) both manipulate and empower consumers?
- How do media portrayals of consumer trends shape the identities of different social groups? In what ways might this either empower or marginalize groups like ethnic minorities?
- What are the sociological implications of transitioning economies like China and Russia adopting consumerist practices? How do these transitions affect local identities and communities?
Mayorga, Sarah, Megan R. Underhill, and Lauren Crosser. 2023. “Aisle Inequality.” Contexts 22(1):24–29. doi: 10.1177/15365042221142831.
This article explores how grocery shopping choices are shaped by systems of inequality, particularly focusing on race and class in the U.S. context. Analyzing qualitative interviews in a Cincinnati neighbourhood, the authors argue that the concept of “choice” masks underlying systems of inequality that shape people’s access to resources, particularly in grocery shopping. The rhetoric of choice suggests that individuals freely select where and how they shop, but in reality, these choices are influenced by factors like class, transportation options, racialized identity, and geographic disinvestment patterns. For Black and poor residents in places like Riverside, the notion of “choice” is elusive, as their options are limited by structural barriers such as inadequate public transportation and racial discrimination in predominantly White spaces.
Discussion questions
- How does this article challenge the notions of “choice” and consumer sovereignty in the context of grocery shopping?
- What structural inequalities shape the choices available to different groups in Riverside?
- How does disinvestment in working-class neighborhoods like Riverside contribute to unequal access to quality food?
- What do these findings reveal about the class and racial dynamics in everyday consumer spaces? How do capitalism and racism intersect to reinforce social inequalities?
Foster, Jordan. 2021. “‘My Money and My Heart’: Buying a Birkin and Boundary Work Online.” Communication, Culture and Critique 14(4):639–56. doi: 10.1093/ccc/tcab033.
Foster examines how the purchase of luxury goods is showcased in online videos and how these displays engage with concepts of status, privilege, and inequality. Using a sample of YouTube videos and viewer comments, the study explores how consumers frame their purchases of Birkin bags, often justifying them through narratives of hard work, investment, or emotional fulfillment. The article analyzes how viewers react to these displays, expressing praise, envy, or criticism, which reinforces and challenges social boundaries. This study highlights how online performances of wealth and privilege both normalize inequality and foster emotional connections, as viewers negotiate their own desires relative to elite displays of consumption.
Discussion questions
- How do online displays of luxury items, like Birkin bags, contribute to the normalization of wealth inequality and reinforce social boundaries?
- What role do emotions play in consumer behaviour, as seen in the article? How does this challenge rational choice theory’s emphasis on logical, utility-maximizing decisions?
- How do the aspirations and desires expressed by viewers in response to luxury unboxing videos reflect Schor’s concept of “new consumerism,” where social comparison and status-driven consumption are key drivers of purchasing behavior?
- Thinking back to Guy Debord’s Society of the Spectacle, how do luxury unboxing videos function as spectacles that transform consumption into entrancing images of status?
Quizzes
Test your knowledge with the Chapter 5 quizzes!
Quiz
Active Learning – Further Online Resources
The Story of Stuff:
Visit the Story of Stuff website (http://storyofstuff.org/movies/story-of-stuff/) and watch the short documentary. Then, explore the website’s “Take Action” section. Do you think the creators of this video see shopping as a social problem? Why or why not? What is the central theoretical perspective they are taking in this documentary? What social values around shopping are they critiquing, and why? What theoretical perspectives on shopping are absent from the Story of Stuff narrative? What solutions do they recommend? Could you see yourself participating in some of these actions?
Is fast-fashion hot garbage? If so, why do so many of us want to buy it?
Watch the short video, Fast Fashion is Hot Garbage (https://www.youtube.com/watch?v=F6R_WTDdx7I&ab_channel=ClimateTown
After watching the video consider how it relates to this chapter’s exploration of the sociology of shopping. Drawing on specific examples from the video and the chapter, analyse how the fast fashion industry thrives on our micro desires to “fit in” while also contributing to broad, macro social and environmental problems. In your reflection, consider how the concepts of social solidarity, anomie, consumer agency, and the material/cultural thinking frame help illuminate the complex relationship between our shopping habits and the fast fashion industry.
Shopping mall nostalgia:
Watch this scene from the Netflix series Stranger Things (Season 3), in which the main character Eleven goes to a shopping mall for the first time in her life (https://www.youtube.com/watch?v=wEhsSSQY8dM&t=30s). Set in the booming consumer economy of 1980s America, how does the scene depict shopping as a “spectacle”? What are the social, economic, and cultural conditions that make this spectacle possible? How do gender, age, and class shape the character’s experience of the shopping mall in this scene? How does the depiction of shopping in this scene differ from your own shopping experiences, whether online or in-person? Is the shopping mall still significant in consumer culture today? Why or why not?
Flashcards
Refresh your knowledge of key terms with this chapter’s flashcards.
