It is believed that there is a tension between social classes in America. Typically, people of lower classes choose to imitate those of higher social status. As a result, advertisers have a tendency to take advantage of this tension in order to profit from people of the lower and middle classes. In “The American Upper Class,” G. William Domhoff says that “exhibiting high social status… is a way of exercising power” (Domhoff p.34),” which is something important to all social classes. According to Judi Puritz Cook, author of “Consumer Culture…Sales Discourse,” advertisements in print as well as in visual media seem to create “the promise of status mobility through consumption (Cook p.373).” In the article, Puritz explains how television programs on channels such as the Home Shopping Network are examples of how the media exploits the anxiety caused by social standing.
It is believed that American people in the lower and middle classes have needs for status mobility. For example, when browsing through a fashion magazine, one can find numerous sections that are dedicated to creating ways to look like the featured model or actress for half the price. The intention of the article, in most cases, is to give others the impression that you are of high social status. In addition, advertisers often use people in the entertainment business to model their products so that the viewer may purchase the product. For example, when mimicking the purchases of hotel heiress, Paris Hilton one may believe, “If I buy this, I’ll look cool just like Paris Hilton!” The fact that this method is usually successful is a product of the anxiety felt by lower and middle class families. For those reasons, it is likely that Domhoff’s statement that the upper class “creates respect, envy, and deference in others,” is true. It seems that many of America’s lower and middle class families would like to create those same feelings of respect and envy in others.
When flipping through Vogue, a well-known high fashion magazine, one can see that almost all the advertisement scream wealth and status. The magazine’s beautiful models as well as its expensive brands are major characteristics of the famous magazine. Members of the middle class skim through the magazine thinking, “Wow, if only I could look like this!” In Gregory Mantsios’ article “Class in America,” he says, “We are, on occasion, presented...
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...consciously imitate” (Domhoff p.166). Various advertisers use the desperate need of people of the lower and middle classes to appear “rich” as a weapon. Domhoff’s statement is an explanation of why many people choose to emulate people of high social status.
According to Domhoff, showing signs of high social status is one of the many reasons that the upper class generates feelings of envy and deference in those of lower social status. This seems to be the reason for the craze involving the imitation of celebrities as well as the wealthy. It is also believed that the lower classes attempt to look as much like the people in higher classes because of the feeling of significance that comes with the expensive clothes etc. As a result, advertisers use the tension between social classes to sell the idea of luxurious style.
Works Cited
Cook, Judi Puritz. “Consumer Culture …” Mass Communication and Society
3.4 (2000): 373-392.
Domhoff, G. William. “The American Upper Class.” Great Divides: readings in social inequality in the United States 2nd edition (2001): 159-167.
Mantsios, Gregory. “Class in America: myths and realities.” Privilege (2003) 33-47.
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The only type of media left out of Loewen’s article is social media and the younger generations are major consumers in the twenty first century. Watkins article uses the specific social media platforms Facebook and Myspace. Facebook typically had white users that were considered middle class. However, Myspace users were usually Black or Latino and came from the working class. People use social media to interact and trends of social stratification are apparent. TV is not interactive so the division of classes should not be as obvious, but “Poor people are more likely to watch TV.” (Loewen, 204). Hooks feels that “Television shows and films bring the message home that no one can truly feel good about themselves if they are poor.” (Hooks, 434). He uses Pretty Woman as evidence for this and says that the show portrays the ruling class or rich as “generous, eager to share, and as unattached to their wealth in their interactions with folks who are not materially privileged.” This sends a stronger message than interacting with others of a social media because it is not reality. TV can really send the wrong message to the poor or the rich. The privileged may get the idea that they have to take care of the poor, when the poor are hardworking people with values and morals just like the rich. From this the poor may see themselves as not as competent in society. Hooks mentions that self-esteem issues
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For the people that don't know why others support the flag, I will give reasons why it is not a racist symbol but more of a religious and historical symbol. First I will talk about historical meaning. In December 1860, South Carolina decided to secede from the Union just months after an Anti-Slavery Republican named Abraham Lincoln was elected as president. In April 1861 at Fort Sumter, South Carolina the first shots of the Civil War were fired. After South Carolina seceded, 10 other states would soon follow in its footsteps and form the Confederate States of America or the CSA. The Confederate Flag currently under “attack” is better known as the
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Social factors have always encouraged the idea that men embody masculinity and women embody femininity and, thus, certain gender-norms are expected accordingly. In the past, such expectations were traditional and to go against them was frowned upon by the general public. Contemporarily speaking, there is more freedom to avail oneself of today than there was once upon a time. Jeanne-Marie LePrince de Beaumont’s fairytale adaptation of ‘Beauty and The Beast’ was published in 1740. During this time, men and women were compelled by the social conventions associated with their gender. When analyzing the literary work, the reader can grasp what gender roles are eminent in the characters identity and motives. By exploring the choice of language being
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My philosophy is based on my personal values and beliefs as it relates to the body of work in nursing. The practice of nursing not only involves applying knowledge but the ability to differentiate the needs of the client and being empathetic to their needs. Hence, the importance of holistic nursing and not only being for the client but for the clients family as well. Holistic nursing is defined as “all nursin...
Updating for Today’s Audience: If I were re-writing the play, FASHION, I would mirror Mowatt in her analysis of middle class ‘wanna-bees.’ I would also take a look at how even those in the poorer economic classes have their versions of being “in fashion.” America’s system of capitalism provides a bottomless pit for those who seek wealth, status and belonging in their communities. People in today’s middle class are working anywhere from 40 to 80 hours a week trying to seek more wealth in order to provide a more “comfortable life” for themselves and their family. Many, even though they already possess all the needs to live a comfortable life, are always looking to gain a higher status in society, and have a strong desire to reach the next level of wealth. Even people in the poorer ...
Diana Kendall. “Framing Class, Vicarious Living and Conspicuous Consumption”. Colombo, “Rereading America”. Bedfords/St.Martin. Boston, New York, 2010. 330-348
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