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Chapter 6 – Consumers in Cultures

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More than just I

A brief Introduction

Organizing principles

  • Closeup of a red octagonal STOP road sign. Underneath the word "STOP" someone has written with a white pen in block letters: "Doing what everyone else is doing. Do what you want!"

    Do we do what everyone else does? Sometimes. But others inform what we do quite often.
  • A smiling Caucasian man in t-shirt and khaki cargo shorts standing next to a group of 7 smiling (what appear to be) African Maasai tribesmen, wearing colourful body-wrap robes. Several of them are holding body-high walking sticks, including the man in the t-shirt.

    We are products of our cultures: they shape how we see the world, what we do in it, and what…
  • A woman sitting on bed reading poetry with a cup of coffee sitting on a diary with a pen resting on it. Only her hand and legs are visible, and she is wearing very cosy knee-length brown socks. Parts of a string of lights is seen lying on the bed too (cosy stylish ones, not colourful Christmas lights)

    How do we use products to get meaning out of our culture, and into our selves
  • Five American football players in blue/grey uniforms squatting with their hands down as at a line of scrimmage, facing towards the camera as if they are about to run past it. The sky behind them is cloudy, and two floodlights are on

    There aren't just other people in our social worlds. Some of those people are 'us', and some are 'them'. And…
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