(De Bono, E. 2001)
In this sense, jealousy is a part of human nature and does not only exist within relationships between two people but extends into the society at large. A good example is the play Othello, by William Shakespeare. In this play, Iago is jealous of Othello for both personal and social reasons. Firstly he is jealous because Othello, a black man, has achieved a higher rank and status than he has. Secondly, Iago is jealous of the relationship that Othello has with the beautiful Desdemona. His jealousy is the driving force and centre of conflict in the play.
Advertising, envy and jealousy
Jealousy and envy of others is often used in the advertising and marketing world to promote product sales. The image and stereotypes of ideal and desired objects and people are purposely manipulated to initiate a feeling of both envy and jealousy to motivate the viewer or audience to purchase the product. The well-known sociologist John Berger describes advertising in terms of envy. He states that advertising works by.".. proposing to each of us that we transform ourselves, or our lives, by buying something more.... [Advertising] persuades us of such a transformation by showing us people who have apparently been transformed and are, as a result, enviable. The state of being envied is what constitutes glamour.
Grow, G.)
In other words, by offering socially ideal images of people who have achieved a desirable state, such as a person who has become ideally thin by using a specific product, this creates a sense of envy and jealousy and inspires the purchase of that product. Envy therefore refers to the fact that we admire the success and achievement of others. Jealousy is close to envy in many ways but it is more 'active' in that it refers to the desire to possess what we feel should be ours.
As Simmel states: "When it is a case of attaining, we may more properly speak of envy; if it is a matter of retaining, jealousy is the passion involved." (Simmel, Georg, 2003)
However, both emotions are interlinked and refer to the desire for and control over something...
Furthermore jealousy can create a sense of conflict and hostility. In particular jealousy can elicit either negative or positive feelings towards those with status and standing in the society. This is evident in advertising and the world of entrainment when a celebrity may be the object of jealous dislike. On the television documentary, Quest for Beauty, Nina Blanchard, "the most famous model agent in Hollywood," discussed the hostility professional models arouse: "There is anger about beauty....I think that beautiful women provoke anger when they walk into a room." (Grow, G.)
Conclusion
The sociologist, George Simmer states:
there is an apparently quite individual fact, which in reality is sociologically very significant, and which may unite the most extreme intensity of antagonistic excitement to closeness of personal association. This fact is jealousy, the universal significance of which it is now worth while to formulate." (Simmel, Georg, 2003)
Simmel states that jealousy is a universal and ubiquitous emotion that is often the cause of personal and social dissention. He goes on to delineate the effect of envy and jealousy;... "With both there comes into question an object of value which a third party either actually or symbolically hinders us in attaining or controlling. " (ibid) it is this aspect of attainment and control that is such an important part of modern society and in which jealousy plays a central and emotive part.
Bibliography
Comstock, J. Effect of relationship length on the experience, expression, and perceived appropriateness of jealousy. The Journal of Social Psychology. 2/1/1997
De Bono, E. Jealousy. 2001. Accessed March 22, 2005. http://www.edwdebono.com/debono/msg08m.htm
Grow, G. The Two Faces of Envy. Accessed March 22, 2005. http://www.longleaf.net/ggrow/Hate/Envy.html
Simmel, Georg:. "The Sociology of Conflict: I" American Journal of Sociology 9 (1903): 490-525. Accessed March 23, 2005. http://spartan.ac.brocku.ca/~lward/Simmel/Simmel_1904a.html
