Home Students Chapter 5 – Shopping

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!


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.

Shopping

A sub-category of consumption; shopping involves the economic exchange of money for goods in the marketplace

Capitalism

An economic system based on the private ownership of the means of production and oriented towards the generation of profit for reinvestment or private gain

Walter Benjamin

Social theorist known his "Arcades Project," which examines the rise of modern consumer culture in 19th centruy Paris, and critiques the increasing commodification of everyday life.

Department stores

Developed in the 19th century, department stores are large retail establishments offering a wide range of goods under one roof, creating a captivating – and historically gendered – shopping spectacle.

Big box stores

Freestanding spaces that specialize in selling large quantities of a specific category of merchandise—like toys or pet food—at low prices; typically work to monopolize a specific type of goods, often at the expense of both local retail stores and department stores

Public space

Areas that all persons, in principle, have the legal right to access, and from which they cannot typically be barred without cause (e.g., libraries or public parks)

Retail redlining

A practice where retailers establish locations in neighbourhoods based on their racial and class composition

Gentrification

A process of urban transformation whereby poor or working-class neighborhoods are transformed through an influx of capital, investment, higher-end retail, and residence by middle/higher-income residents; typically displaces existing residents, who are priced out of the new rental, housing, and consumer markets

Keynesianism

Keynesianism is an economic theory advocating for government intervention to manage demand and stimulate economic growth, often through public spending and policies that encourage consumer spending, including shopping.

Rational choice theory

An approach to social action that assumes that actors are rational, behave purposively, and act to achieve specified results

Identity

A sociological concept that refers to the various aspects of our social selves, including who we think we are and how others see us, and often dependent on roles, situations, and membership in social groups

Stigma

Real or perceived traits that bringsshame or dishonor to a group or individual in a particular social relationship

Social mobility

The change in class position from one’s family of origin to the position one occupies in adulthood based on one’s own education, occupation, and income

Upscale emulation

Juliet Schor’s term for the phenomenon (particularly since the 1990s)where high-status items consumed by the rich become coveted, desired, and purchased by lower classes

New consumerism

Juliet Schor’s term that describes the increasingly upscale reference groups for consumers that developed in the 1980s and 1990s through the growth of celebrity culture and mass media, and continues up until the present day

Consumer dopes

View of consumer culture, common among Marxists and environmentalists, which sees consumers as manipulated by capitalist forces that encourage reckless spending. This perspecive emphasizes structural influences over individual agency and highlights the negative aspects of consumer culture including overspending, environmental degradation, and exploitation.

Consumer heroes

View of consumer culture, common among marketing professionals, economists, and some cultural scholars, which sees consumers as free agents who exercise their agency by selecting and transforming the goods they purchase, with the market responding to serve their needs. This perspecive emphasizes individual agency over structural influences.

Consumer soveriegnty

The idea that consumer demand is socially beneficial, because consumers are autonomous actors who send messages to companies to produce things they want to buy, promoting a virtuous, self-satisfying circle. This perspective relies on a rational-choice model of human behavior.

Social order

The means by which stability and cohesion in a society is maintained; Durlheimian approaches emphasize the role of shared norms and values in maintaining social order, while Marxist perespectives emphasize power and domination.

Functionalism

A theoretical orientation that sees social groups and institutions as performing complementary tasks, resulting in interdependence and stability in society; often critiqued for being teleological and for minimizing social conflict and change.

Social solidarity

A form of cohesion that exists when members of a group are connected by shared beliefs, values, lifestyles, strong guidelines for action in social situations, and/or frequent and intense social interaction

Social facts

Durkheim’s concept describing ways of acting, thinking, and feeling that exist independently of any one individual. Social facts constrain individual actions, are realities in their own right, and are resistant to change.

Collective conscience

Durkheim’s concept denoting the values and sentiments that members of a society come to share through living together, and which shape and regulate their behavior

Totem

An object, animal, force, or phenomenon used as an emblem to represent aspects of a group’s shared identity. Totems are collectively revered serve to foster group solidarity

Mechanical solidarity

Durkheim’s concept describing social cohesion in pre-industrial societies in which social solidarity emerges from a strong common culture based in religion and the absence of a clear division of labor differentiating individuals’ roles

Organic solidarity

Durkheim’s concept describing social cohesion in technoloigcally advanced, complex societies in which a specialized division forms the basis of social solidarity through mutual support rather than shared experiences and beliefs

Anomie

Durkheim’s concept describing individual responses to a lack of shared norms and values in modern societies. Durkheim was concerned that the absence of collective social standards in modern life threatens social stability and could lead to a breakdown of social order.

Individualism

A system of belief that stresses the primacy and moral worth of the individual, sometimes at the expense of the collective

Focus groups

Research method in which small groups of people participate in a guided discussion about a topic supplied by the researcher; particularly useful for eliciting multiple perspectives on a topic and observing group meaning-making processes

Longitudinal study

Study in which a researcher collects data on the same subjects at multiple points in time

Social problem

A situation or behavioral pattern socially defined as pathological and requiring regulation, treatment, or improvement