Constructing some sort of coherency

After 10 weeks of blogging about green consumer culture, researching my brains out, and thinking and thinking about how to poise myself within this hot topic, I am still swimming. There is a ton of great information out there, and thankfully this topic is ever growing, so finding information has not been difficult. The next step requires me to put it all together! My literature review has definitely offered some insight into what to talk about in this final paper, but I don't feel as though only doing a lit review will provide the reader with a comprehensive whole of what I have discovered. 

Not every scholar agrees at this point about the effects of green consumerism, but if I have recognized one common ground it's that advertisers are doing just what they always have done: they manipulate our thought processes into purchasing their product. There is perhaps nothing inherently wrong with this act - any time we try to argue our point to someone we try to convince them that our way is the right way. Yet something I find so fascinating about green consumerism is that these claims advertisers make are directly related to the well being of the Earth and humanity. I don't want to preach to the choir, but no one can argue that we as a human race are destroying our world in many ways  (and I am not exempt from these heinous acts, as very few of us are). If companies are actually making a conscious effort to help fix these problems, I find no qualms with that. However, if they are lying to consumers about the reality of their products, ethics come into questions. Yet what standards do companies need to have? Who will regulate this? It's not as though consumers are willing to make very many decisions about which company is lying to them or not (or course, some are, but definitely not the majority). So I guess the most important thing for me to talk about in my paper is how to deal with issues of ethics in the world of mass media. This discussion will not come till the last two paragraphs of the essay, which I am alright with because of the limited time I have had to write this and the main focus of the paper being a literature review.

Now to get to it!!

Annotated Bibliography

Whew!









Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Shades of green: A multidimensional

analysis of environmental advertising. Journal of Advertising, 24(2), 21-31.

The authors give a brief history of environmental advertising and cite data representing the growing prevalence of environmental claims in various advertising outlets. After giving a comprehensive definition of what green advertising is (must include either promotion of green lifestyle, a corporate image, or a specific product's biophysical status), they use data from a collection of advertisements spanning from 1987 to 1992. Including print and television outlets. They coded the overall status of the ads using a quantitative research method and a previously laid out analytical framework of ad categories including: characteristics, greeness, objective, appeal, and issues. This analysis, while having its limitations, provides a multidimensional view of advertising, and shows that while the focus of advertisers has become very green oriented, rarely do organizations go in depth in describing the greenness of what they advertise.




Bargh, John A. (2002). Losing consciousness: Automatic influences on consumer

judgement, behavior, and motivation. Journal of Consumer Research, 29,

280-285.

Bringing a psychology perspective on the topic of consumer judgement, Bargh claims that previous research has ignored the lack of conscious awareness on the part of the consumer, and the inherent effects of goals (both social and self) which moderate consumer purchases. The ability for companies to manipulate the goals people have is already known within social cognition research, yet consumers have not harnessed this manipulation it to its fullest potential. There is potential for the nonconscious nature of consumers to be manipulated unethically, so consumer research should focus on the effects of wanted and unwanted influences, and how an individual copes with each. While Bargh mentions nothing about eco-consumerism, his article is significant in that advertisers have the ability to play off the new "green" social trend.




Carrigan, A. & Attalla, A. (2001). The myth of the ethical consumer – do ethics matter in

purchase behavior? Journal of Consumer Marketing, 18(7), 560-577.

The authors comment on the gap between a companies behaving ethically and commercial reward. Many companies believe that if they act ethically (i.e. eco-friendly practices, fair-trade wages), people will be more inclined to purchase their product. The authors also give a brief background of environmental advertising, and conduct a study with university educated twenty year olds in America. They proposed discussion questions prompting the individuals to comment on their ethical purchasing patterns, discovering that while consumers were generally aware of unethical business practices, they were not typically willing to change purchase behavior because of helplessness, lack of media coverage, hegemonic trends, brand image, and price. This study is significant because it shows how mass communication affects the way young people decide what to buy, which is most often not the eco-friendly choice.




Chan, R. Y. K. (2000). The effectiveness of environmental advertising: the role of claim type and

the source country green image. International Journal of Advertising, 19(3), 349-375.

A study centered on Chinese consumers, Chan looks at how well eco advertising works in regards to the source country’s environmental image. Basing his hypothesis around selective perception theories, Chan claims that factors affecting eco purchases include how involved the individual is in a purchase (high versus low involvement), what kind of claim is being made (substantive versus associative), and the eco-friendliness of the source country. This study was done on 25-29 year old men and women who were given sample advertisements and then asked to report on how they felt about the ads in a Likert-scale manner. Chan found that companies should pay attention to what types of claims they make depending on the eco-friendliness of their country. This study shows that even if a company attempts to advertise effectively, other factors are involved in consumer purchases, such as consumer knowledge, so exaggerated claims are not helpful.




Gilbert, J. (2008). Against the commodification of everything: Anti-consumerist cultural studies

in the age of ecological crisis. Cultural Studies, 22(5), 551-566.

This article focuses on how anti-consumerist thinking affects our culture, government policy, and commodities. Gilbert claims that the attempt to create sustainable societies ignores the fact that consumption and commodification are central aspects of our culture. This article is centered around the relationship between neo-liberalism and anti-consumerism, and Gilbert provides a rich explanation of the terms consumer, consumption, and commodification. He proves the importance of looking at both sides of the spectrum critically, as in both consumerist and anti-consumerist attitudes.




Greer, J. & Bruno, K. (1997). Greenwash: The reality behind corporate environmentalism.

Apex Press: New York.

The authors of this title are affiliated with Greenpeace International, and provide extensive case studies on the ways in which corporations have lied to consumers about the eco-friendliness of their products. Naming companies such as Mobil Corporation, Aluminum Company of America, and General Motors Corporation, they use concrete numbers and advertisements to explain the false nature of the efforts of these companies. The argument made in the book against the greenwashing techniques used by transnational corporations is concluded by taking a politically active stance to respond. While this book is highly biased in its own right, it provides useful details on the producers of fake eco-friendly products.




Lewis, T. (2008). Transforming citizens? Green politics and ethical consumption

on lifestyle television. Continuum: Journal of Media & Cultural Studies, 22(2), 227- 240.

Lewis explains two cultural phenomenons currently related to to consumer studies: lifestyle politics and the greening of television. The author explains that politics are coming closer to home for consumers and people are growing more interested in lifestyle makeover shows, DIY activities, and socially promoting their consciousness and ethicality. Media has begun to market to this attitude very well through an incredible amount of television shows. By using several reality shows from both America and Australia, each centered around eco friedly lifestyles, Lewis compares different modes of communicating this attitude through television. Ultimately, the author explains that eco-consumerism, which greatly stems from these television shows, is a highly contradictory mentality that is prevelant in "bourgeois bohemians."




Shapiro, E. (2004). Greenwashing! Communication Arts: Advertising Annual, 201-205.

This short article details the current phenomenon of "greenwashing" by organizations, defined by the Oxford Dictionary as "disinformation by an organization so as to present an environmentally responsible public image." Shapiro goes through various company attempts to gain recognition as ethical organizations, including notoriously unethical companies such as BP and Philip Morris Companies, Inc. These companies have redesigned their logos and marketing schemes to show consumers how they have changed without actually changing any of their business practices. She concludes her discussion on the topic with a design company who will only deal with companies who have proven themselves ethical and truthful, even though the task is quite difficult.




Sherif, C. W. (1965). Attitude and attitude change. Greenwood Press: Westport, CT.

Using the social-judgement involvement approach, Sherif discusses attitude and how it morphs depending on an individual's experience, poising herself in realms of religion, politics, and race. She uses the criteria of acceptance, rejection, and noncommitance to evaluate people's attitudes. An important finding from this book is that what dictates attitude change is the individual's prior involvement in the issue (in regards to ego, social, religious, moral, and economic). She also points out that comparison is an important aspect of the social-judgement involvement approach. This theoretical framework can effectively provide backing to the discussion on eco-comsumerism, and how consumers become "ethical" individuals.




Tang, E., Fryxell, G.E., & Clement, S.F.C. (2004). Visual and verbal communication in the design

of eco label for green consumer products. Journal of International Consumer

Marketing, 16(4), 85-105.

The authors situate themselves within China’s efforts to become a more environmentally conscious country of consumers. They evaluate the varying degrees of effectiveness of eco-labels upon consumers by comparing different eco-label programs across the globe. Criteria for evaluating these programs (specifically China’s) include governmental policies, written content, visual content, and verbal content. The study was done with college students, and the authors found that eco programs accompanied with educational campaigns give consumers more reasons to buy green. The importance of this study is in the idea that consumers say they will buy an environmentally friendly product, but often times will not actually spend their money as such.

Ancient Secret of Hair Relaxing

A company called Baka Beauty has recently released the "original" all natural hair relaxing. Marketed in a similar way as other hair relaxers ("NATURAL-LAXER MIX is safe for home application and is an excellent alternative for young black, ethnic, or bi-racial children,"), it also comments fairly vaguely that it is not meant to chemically change a person's hair, and is simply to help control unmanageable hair ("This unique blend when mixed with Natural-Laxer Rose Water and applied to the hair has an amazing effect on the health and condition of the hair and skin."). While not actually saying what the product does, it effectively explains to us that it is all natural, eco-friendly, green, and chemical-free. The company also lists the six ingredients, including various herbs and even clay.
It is understandable that a company would want to promote a truly all natural hair relaxer, because so many fake products have been on the market of chemical free hair relaxing (see this website: Fresh Look Hair). Another website promoting Baka's Natural-Laxer and selling other hair products hypes up the remedy of clay and herbs by claiming it to be "ancient." They say "Natural-Laxer Plus is a all natural blend of sun dried exotic herbs. When mixed with Sahara Clay and hot water and applied to the hair and skin, it produces miraculous results. This ancient herbal secret has been used dating back to the pharaohs," (Treasured Locks). This is a brilliant tool to remind the consumer how old the hair fix is, and even how regal it was in Egypt. With no reason to disbelieve these claims (I mean, the product is made with myrrh & fenugreek, after all!), consumers are coerced into buying the product.
I'm not sure how popular this one in particular is, but it is a perfect example of the tools companies use to sell their green products to the new market of conscious consumers.

When someone tries to speak up

The Center for Science in the Public Interest is a company who's mission is centered around providing information to policy makers concerning health and nutrition, and "ensure that science and technology are used for the public good and to encourage scientists to engage in public-interest activities." One of their acts included planning to sue the Cadbury-Shweppes company, owner of 7-UP, for using the "All-Natural" label as a marketing tool for the flavors in their beverage.

http://www.consumeraffairs.com/news04/2007/01/7up_natural.html

I find this fascinating because there is no law against using the words "All-Natural", since the term has no concrete definition. It would, however, be illegal if the company had slapped a "Certified Organic" sticker on their drink, one that has the backing of a national organization (and approved by the USDA).
On their website, The Center for Science in the Public Interest lays out "Six Arguments for a Green Diet."
http://www.cspinet.org/EatingGreen/download.html
These arguments include "Less Chronic Disease and Better Overall Health, Less Foodborne Illness, Better Soil, More and Cleaner Water, Cleaner Air, Less Animal Suffering." They give us six different ways having a green diet is important, and each one can appeal to either the animal lover, the environment lover, the health nut, or the humanist. This is meant to coerce us into reading this extensive study on why the way WE eat affects the entire well being of mankind. 

The company may be doing its part to help save the world (which I am all for, don't get me wrong), but they are unfortunately not quite as good of marketers as the hegemonic forces like Cadbury-Shweppes, who fooled us with the "All-Natural" label for years. If this company truly wants to fight the power of High Fructose Corn Syrup and the junk food diet our children thrive on, they will have to do a little more (and write a little less on their reports) to reach outside the small number of people who actually read the science behind "eating green".

The Nuisance of Television's Existence

I currently am in my 68^th hour of avoiding television, and the act of avoiding television has become the true nuisance of the assignment. Since I never watch programming in the first place, I completely take for granted its subconscious control it has on me and everyone around me. I think many of us simply turn television on for background noise, or to pass moments of boredom. For so long I have turned to other routes to deal with my lack of productivity, but consciously avoiding television is almost a chore.

The first night we removed ourselves from the world of television was easy for me. I began Tuesday night, since I could wait till morning to hear the election results. Besides, I knew at Famous Dave's where I am scheduled to work Friday I would be in very close proximity to six large flat screen TVs, each of which are hard to avoid. I had so much homework to do anyway that locking myself in my bedroom (where there is no television) seemed appropriate.

I did find it a bit lonely when my friend came over to hang out with my roommates because they all sat in the living room socializing as the election results played in the background. It was a reflective moment, however, when I realized how social of an activity television is. Occasionally I would hear one of them comment on what was happening on the screen, but conversation dominated the noise coming from the room as opposed to audio from the programming. I suppose since I sat in my room and listened to what they discussed I still lived vicariously through the interactions of characters (in this case my friends), much like the act of television.

I was not exposed to television until around 7 p.m. Wednesday night. I went to visit with my friend Anna and after we grabbed our dinner from the kitchen we went straight to the living room to sit with her mom and watch TV. I stared at the screen for just a few seconds before I realized something was wrong. I jumped up, almost spilling my soup, and ran to the other room. "I can't watch TV!! I can't! It's for an assignment!" I gasped, and explained the situation. It was clear Anna's family was just like mine was growing up – watching TV during dinner time.

Later that night, I found myself in a very similar situation. Anna and I went to another friend of ours house, where the TV was on and everyone gathered around. I sat down nonchalantly for a little longer than I had at Anna's until I realized what I was doing. Yet again I jumped up and ran out the room; I made my friend promise me it was a movie to reassure I hadn't totally messed the experience up. I left my friend's house shortly after upon realizing that all they were doing that night was playing the knock off Wii. Another social experience I was forced to miss out on, but I still didn't feel right staring into the depths of their HD flat screen.

Even as I sit in my room on Thursday evening, I can hear the hum of the television from the other room as my roommate is sucked farther into the rabbit hole. I realize I used to watch TV everyday for at least two to three hours each day, but at this current juncture in my life I find it useless and possibly detrimental to my sanity. The only tolerable form of programming in my book is specific shows on DVD, but even those tend to suck me into a world of disillusionment. I don't think I have a need to replace television in any way, perhaps the Internet fills this role. I did realize though how difficult it is to entirely avoid, and how subconscious the act of watching the boob tube is for many individuals – including myself!

Article Review

 In “Transforming Citizens? Green Politics and Ethical Consumption on Lifestyle Television.” Tania Lewis (2008) discusses the push for television shows universally to present people with ways to cope with the rising unease about social issues and personal responsibility to the greater world. Using the idea of “lifestyle television” as a framework, Lewis shows that there are positive and negative elements to this push of “green politics”, and to be aware of these limitations makes us all the closer to becoming the socially responsible individuals we so strive to be.

“Lifestyle politics” is described as networks, rooted in “civic agency”, promoting ethical and conscious individuals (p. 228, quoting Bennett, 1998). It promotes the idea that “our everyday lives are embedded in questions of civic values and concerns around social responsibility in ways that complicate oppositions between public issues, politics, and citizenship…” (p. 229). Some examples of television shows directly involved in this process are Honey, We’re Killing the Kids and The Biggest Loser. By creating reality shows that give people advice on how they can easily participate in the green culture as well; these television shows bring lifestyle politics right to the typical family’s living room. Lewis also states that some of these shows offer "viewers rather romanticized, escapist images" of the alternative, "slow" modes of living (p. 233), other shows exhibit a "'shaming and blaming' element" (p. 237).

Near the close of her article, Lewis briefly explains the implications of socioeconomic status in the green revolution. She comments that it is most directly targeted towards the white middle class. To give this article more contemporary relevance, I propose studying the affects of these lifestyle politics in members of another socioeconomic position. Being that bourgeois ideals tend to permeate a great deal of cultures overall, the affects of this new lifestyle must have some influence on other groups of people than those who are watching the shows. Since these reality shows make eco and green living more accesible for all people, not just the culturally conscious, wealthy, or white, another study could be done on how the presence of these shows affects people's purchasing. People generally buy what they see on television, and the reality nature of the shows makes it even closer to home and heart for viewers.

The detrimental nature of eco-consumerism is also of note in Lewis’s article. Further discussion on the amounts of trash generated by new green technology and misuse of green products by individuals simply to attain a sense of self-righteousness would be helpful and fascinating. Lewis writes (quoting Monbiot, 2007) “one of the major limitations of green consumerism is its tendency to encourage more rather than less consumption,” (p. 237). A thorough examination of the nature of the green revolution belonging to the category of “consumerist” or “anti consumerist” is necessary here.

This article is helpful in discussing the depiction of lifestyle politics as far as television goes and brings up many good points concerning ethics and how social responsibility is portrayed to us through these shows. It does fall short in analyzing the positive and negative affects of these portrayals. She gives so much evidence of different television shows, and does very little to explain the effects of the shows in our everyday lives and opinions. Since the article covers worldly matters and does not solely focus on one country, the article is fairly heuristic (though it could have encompassed more cultures). Lewis was, however, thorough in her definition of and theoretical implications of lifestyle politics. She gave much background information and references to other academic studies relating to her topic.

Smart shopping means more than just sales

Plenty of magazines these days focus on healthy lifestyles, green shopping, and the idea of moral buying. England's "Ethical Consumer" is a perfect example of this. You can browse their website at www.ethicalconsumer.org. Here they describe their magazine as "the truth behind the products we buy and the companies we buy them from, with detailed buyer's guides, news, in-depth features, opinion and comment, boycott updates, readers' letters, and much more." They also claim their motto is "challenging corporate power since 1989." I find this fascinating because since this is a print magazine, and it's funding must still come from subscribers, advertisements, and newsstand purchasers, it is considered a media outlet. There is no possible exemption from corporate involvement or corporate standing, and to claim such a thing is false advertising.

The magazine's website has a section devoted to "Why buy ethically?" so we can better understand the weight of our dollar. It lays out what kind of vote we cast if we buy sweatshop products, factory farmed meat, and own large SUV like vehicles (specifically reprimanding inhabitants of cities for such an act). Pretty much, in 500 words or less Ethical Consumer summarizes the importance of shopping with intention and even states "four kinds of ethical buying: positive buying, negative purchasing, company-based purchasing, and fully-screened approach." For the purpose of this blog post I will focus on their advising of shopping ethically in regards to clothing.

On the first page of this section you presented with opportunities to purchase the company's "Research Reports" on the ethical nature of certain clothing companies their audience is likely to shop at. This alone costs three pounds. So before the magazine can even tell you where to buy your clothes, you have to buy something. While I'm sure this cost is partially to offset the cost of the study itself, we are still being constantly presented with ways to spend our money. They do have free buyers reports to browse, so I clicked on a few

Under the clothing heading, the website devotes a whole section to "Urban Fashion." They describe this as following: "Popular urban streetwear brands of jeans, t-shirts and hoodies are often associated through lavish advertising and sponsorship with extreme sports, surfwear, workwear or 'independence of spirit'. " On the stop of their list they noted brands such as "Equop" and "Gossypium", nearer to the bottom they listed "H&M". All the descriptions of the companies seemed like almost an advertisement for the top few, which made me wonder if the magazine didn't receive funding like advertising space or contributions for the high mention. It would be very interesting to see their financial report of the year, however it cannot be found on their website. I'm not sure how "ethical" the actually company of Ethical Consumer is itself, but we can see that they advertise to us and sell products just the way most media (and corporate) outlets do.

Is My Sickness Real?

It may be that the "branding of diseases" has created many common illnesses people are faced with today. This is a brilliant marketing scheme, and quite unknown to the public who consumers medication treating these diseases daily. In an article titled "How to brand a disease - and sell a cure" on CNN.com, Carl Elliot writes on how a 1928 book titled "Propaganda" by Edward Bernays gives an excellent framework for the popular world of medicine today. The idea is that by persuading reporters to write about "new" diseases, or ones that are becoming more common, there is no need to advertise drugs directly. People will automatically want them; it is unnecessary to convince the public they "need" the drugs.
The examples of diseases the article gives are things such as overactive bladder, erectile dysfunction, panic disorder, and ADHD. The article claims these diseases were once quite rare, but the branding of them through certain marketing campaigns made them "culturally relevant". The author is unclear on what he deems culturally relevant, and the term is perhaps laid out better in the book "Propaganda". However, the motions of making a product culturally relevant does not seem to be difficult for the media as far as material items go, so why not do it with a disease? Since media has existed, it has influenced our purchasing power and made us believe we need an item to be happy or even functioning human beings.
This is a perfect example of the waves that flow through consumer culture. What will be next? Most individuals desire what they see everyone else buying (or watch television and are told to need it). For example, the drug Paxil was marketed as treatment for the problem "previously known as shyness". The company launched a campaign using celebrity interviews and heavily funded psychiatric lectures across the country. "The results were remarkable. In the two years before Paxil was approved for social anxiety, there were only about 50 references to social anxiety disorder in the press. But in 1999, during the PR campaign, there were over a billion references." As a result of our influence by the press, Paxil sales skyrocketed.
These are FDA approved drugs, and thusly double legitimized in the purchaser's eyes. Blind to the effects of intaking chemicals everyday with iffy side effects, and the mental state of mind that there is something "wrong" with each of us, culture soaks up every last bit of what is fed by media. Perhaps in ten years we will be marketed holistic medicines that are much healthier for individuals, but by this model it is guaranteed to be taken advantage of for the purpose of profit. 


http://edition.cnn.com/2010/OPINION/10/11/elliott.branding.disease/

The Commodity of Sleep

With the insanely busy lives we all live these days, it's no suprise that millions of people have issues with sleep resulting in deprivation. In bed our minds race with what needs to be done tomorrow; we drink too much caffiene; we stay up late finishing late work. Ultimately the thought of getting a full eight hours seems insane. Like many other "disorders" in people's lives, drug companies have found a way into the sleep world. They make simple little pills, like Lunesta and Ambien, and market them with perfection.
Dependency on drugs like these are not the hard part for these companies. Getting people addicted to Lunesta-like pills is as easy as getting someone addicted to cocaine or even alcohol. Everyone is looking for an easy way to relieve the pain of these "disorders", and a legal one can be presented through the media quite easily. Take for instance this ad, put out by Lunesta (see bottom of post). The girl on the left looks misrable, as if she has tossed and turned all night trying to fall asleep. Her face is miserable and she grips her pillow and the blanket in rage. You may be thinking at this point: "Hey, that looks like me, any given day of the week!" Well, this may be true, considering how difficult it can be to fall asleep every night. This is where the drug companies hook you.
The next image is of  the same girl, except this time she is sleeping as sound as can be. Her blankets are perfectly smoothed, her hair is in place, and she even has a little green butterfly at her head to simulate dreaming. In her sleep, the girl smiles. If this doesn't make you want to take sleeping pills, I don't know what could. Don't we all want to have a perfect night's sleep?
By making sleep a commodity, these companies are able to play off one of our most inherent life needs: rest. This is a brilliant consumer approach. It makes us actually believe that to get a good nights sleep we need to have an expensive pill. Is this the truth? People have been sleeping for millions of years, plenty of them without some sort of substance. I do not personally know the key to a good night's sleep, but I think we are being manipulated by these advertisements to think we must spend money to sleep a good eight hours.


http://www.drugbuyers.com/freeboard/ubbthreads.php/ubb/download/Number/15572/filename/Lunesta-v-Ambien.jpg

All natural dollar bill.

Forbes.com put out an article titled "Ten Things We're Still Buying", written by Lauren Sherman on January 20^th, 2009. Since consumer spending as exponentially dropped as a result of unemployment rates and the "recession" our economy is in, people have apparently mostly given up buying brand names in exchange for their cheaper counterparts. Martin Lindstrom, retail marketing expert and author of a book, claims that there are still items that people have no qualms about purchasing.

The very first item on their list is "Personal Care". This includes shampoo, make-up, shaving cream, etc. One study shows that these products have grown around 15 percent between 2007 and 2008. This shows that even though people are strapped for cash, they are not willing to let their personal appearances show it, so they continue to invest funds in looking good. While they could be investing money in places that may help them if they happen to lose their job or take a serious pay cut, they instead are focusing on keeping up their appearances as if nothing is wrong with our economy.

Consumers of personal care products have also begun to purchase many more "all natural" advertised products. One president of such a company claims that people are forced to put off doctor visits, and the increasing unemployment rate also means an increasing amount of people lacking health insurance. She uses this evidence to propose that people are turning to more "natural" remedies. Her company, for example, sells a seven dollar tin of gummies that are advertised as natural stress relievers, made from white flower extract.

I happen to know quite a few people who do not have health insurance, and a great deal more who are blessed to have it. Neither party is more partial than the other to buying all natural items. In fact, these items tend to be quite expensive themselves, and the only sort of person who has enough money to spend seven dollars on a tin of natural "stress-relief" is probably one who can comfortably afford the rest of their groceries and health-care items.

I believe that the popularity of such items is actually apart of the green and natural revolution that is sweeping the nation in many ways. People are more inclined to purchasing things that claim they are better for them then items chock full of chemicals and preservatives. This is not because they fully understand what the term "all-natural" means, and can't afford to go to the doctor, but because it is the new trendy thing to do. Companies are now shifting their marketing and advertising to appeal to this trend in consumer culture, and it's working on us quite well.

Ten Things We're Still Buying - Forbes.com

Research Project Proposal

The academic definition of consumer culture is a sort of umbrella term – it encompasses consumerism, materialism, and the relationship between people and material goods. Once our country (and the world) became so infatuated with purchasing power, while at the same time the media propelled the importance of “keeping up with the Jones's”, consumer culture has turned into an inescapable reality that permeates each moment of our lives.

As I walked to the bus this morning, I looked down at my outfit and began tallying up how much it cost me – in it's entirety. The number is not important, but it was quite large and caused me to step back and question my need to buy expensive fashion (or fashion at all). While this is an isolated situation in my own life, it made me wonder how few people consciously think about their involvement in consumer culture. One idea I would like to propel my research study this semester is the personal conception of consumer culture of the people who exist within it. Because media begets consumer culture and consumer culture begets media, we are so immersed in the system that we often cannot see the way it controls us.

Some questions to ask during my process will include: “How often do people of a higher socioeconomic status recognize their involvement in a consumer culture? In what way? What about people of a lower socioeconomic status? How has this changed over generations? In the year 2010, how do different age groups view/exist within consumer culture? What are people willing to give up? Why would they give anything up? How has consumer culture been changed by the 'recession'? What about the green revolution? How does America's consumer culture affected the rest of the world? How is America's consumer culture affected by the rest of the world? What media outlets are most effective in mass communicating consumerism/consumer culture?”

I plan on using texts that thoroughly examine what consumer culture means to each individual. They wont be solely American texts, although because of the nature of the project focusing on American culture would be most effective. One article I found to use, called “Understanding the Socialized Body: A Poststructuralist Analysis of consumers' Self-Conceptions, Body Images, and Self-Care Practices” in the Journal of Consumer Research, seemed to be perfect for the analyzing of consumer perceptions. While the article is from 1995, I believe it can still provide insights. The Journal of Consumer Research will also be a useful tool for scholarly articles. I couldn't find as many scholarly articles on the effects of the recession upon consumers, but there were plenty of articles from sources such as Advertising Age (“Meet Melissa, Your Recessionary Consumer”). These articles were more directed towards small instances of the consumer world affecting people and companies, so perhaps they would provide good topics for my blog.