Consumption and Mass Media

Consumption and Mass Media

What is conspicuous consumption? How does conspicuous consumption influence purchasing decisions? Think about a high-priced item (Rolex) that you would like to buy. To what extent could conspicuous consumption affect your decision?

Conspicuous consumption is consumption for the sake of impressing observers. Most consumers buy Rolex watches not because of Rolex's quality, but because the brand signifies that the purchaser is wealthy enough to afford a Rolex. Although an extremely cheap watch and an expensive watch may vary in terms of their quality, the expense of a Rolex cannot be justified by quality alone. Someone who wishes to signify his social class and economic status to friends and associates 'in the know' buys a Rolex; without these signifiers the Rolex means nothing.

Q2. What is conspicuous leisure? In what ways are leisure activities informed by social and economic class? Provide an example of a popular leisure activity (cruising). What assumptions can you make about the participants in this activity?

Certain leisure-time activities require a specific level of income to participate in, such as golf and yachting. Regardless of someone's level of athletic talent, it is impossible to participate in these activities if someone is not wealthy. In contrast, basketball is a very cheap sport and only requires a hoop, ball, and sneakers for someone to practice. Cruising likewise requires a certain amount of money on the part of the participant, if it is to exotic places. However, 'downscale' cruising often suggests a popular budget form of travel frequented by senior citizens.

Q3. Define the term globalization. What effect does globalization have on popular culture? Provide an example of how American popular culture has influenced other countries.

Globalization may be defined as the collapse of national economic borders and the increasingly interconnected nature of the world economy. One example of this is how thinness is increasingly becoming the ideal female body type, even in cultures where thinness historically was not prized. Valuing thinness is correlated with the dissemination of American media images abroad.

Choose an advertisement (BMW). Analyze the ad for its media message.

Q1. Who created this media message? Why?

BMW created this media message to sell its new Sports Coupe. The advertisement was designed to be disseminated through magazines and online.

Q2. Who is the intended audience? What do we know about this intended audience -- age, race, ethnicity, gender, socioeconomic background, hobbies, and profession? What type of lifestyle is presented? Is it realistic? Why or why not?

BMW is a high-cost vehicle and traditionally markets its product at an upscale consumer demographic. This particular advertisement is designed to sell a sporty car, and seems directed at a younger consumer, likely male, because of its slogan: "street legal, pretty much." This suggests that driving the car gives one a 'legal high' on the road. The lifestyle projected is one of a fast car-driving thrill ride, in a sleek, expensive sexy vehicle.

Q3. What is the text of the message, either verbal, written, or some other form? What do you see and hear: written or spoken, photos, logos, design, music, sounds, etc.

The unspoken subtext of the print advertisement is this is a sexy, fast sports car that will make the driver feel powerful when he is driving it. The power projected is economic (driving an expensive label like a BMW) and also the powerful speed the vehicle can produce on demand. The words "Street legal, pretty much," against the image of the car draws the focus to the car and its design and power.

Q4. What is the hidden text? What is unstated or implied in the message?

Drive this car and people will think you are 'hip' and cool for driving a BMW sports car.

Q5. What values are expressed?

The values of driving a powerful car; the values of having a car designed to impress; the values of driving in a (slightly) dangerous fashion.

Q6. What groups of people are empowered in this message? What groups are disempowered? How so?

People who place a high premium upon the type of car they drive and the importance of driving a fast sports car are empowered by this message. Because of ads like this, when someone pulls into a parking lot driving a sports car, people are more likely to be impressed because ads like this underline the fact that driving a flashy vehicle makes someone 'cool.' Individuals not able to afford this vehicle are disempowered. People whose lifestyles require that they do not drive sports cars and drive less idealized types of cars (such as moms in minivans, blue collar works in pickup trucks or people who must use public transportation in cities) are disempowered.

Q7. What part of the story is not being told? How and where could you get more information about the untold stories?

The gas mileage, maintenance record, and reliability of the car are all not referenced or discussed. Additionally, there is the fact that although BMW may be a premium brand, it may not even be the fastest and sleekest model of all the vehicles available to high-end purchasers.

Q8. Can these messages affect how you think or feel? Why or why not? Provide examples.

This advertisement provokes two emotions in me. The first is desire -- desire for the speed, power, and driving capability of a fast and impressive car. I can picture myself driving down a highway, running away from my cares -- or my friends being very impressed by my showy car. The advertisement annoys me, given that I cannot afford a BMW (and am therefore not in the target demographic of the advertisement). Ultimately, I do not feel as if I am a lesser person because I do not drive such an expensive sports car.