Covering one's traits to be accepted is a conscious choice, but is influenced by the pressure that society has over the personal identity of an individual. It seems that in order to be accepted as a member of a society, one needs to fit the mold of the social identity without it the society's membership is denied.
Brand meaning becomes a tool of expressing one’s identity and self, “through a complex process in which consumers use shared social meanings, they constantly transform, alter, receive and reflect brand images and meanings to express self, lifestyle, group membership, status and values such as success” (McEnally and de Chernatony, 1999, P.12). It suggests that consumers purchase a product because of the brand meaning instead of the functionality of the product, as they would like to use the brand meaning to express themselves, to present a particular social class (McEnally and de Chernatony, 1999). Moreover, brand meaning as an individual or collective phenomenon makes the final perceptions of consumers about brand meaning less managerial determined, as “Different consumers construct multiple meanings depending on their personal background, social variables, context of consumption and frames of reference” (Berthon et al., 2008,
Some people within a group are responsible for giving power and identity; power is the ability to have more influence inside a culture at the expense of someone else. In addition, Dean Barnlund argues that because both groups want to increase their own well being, their opposing identities must clash with one another. He talks about cultural behaviors in “Communication in a Global Village.” All of these authors provide key wisdom into such things as culture, identity, and power. Customs can sometimes become a problem. One discovers that it is mandatory that one must reexamine his own identity.
It is ruled entirely by structure as opposed to agency. Subsequently, ethnicity, age, gender, religion and social class play are significant part in influencing the self. Still, It is argued that if the non-essentialist view continues to be so indomitable, we may be seemingly modelled by societal views and structure. On the other hand, the essentialist views of the self have caused debate as it argues that through mediation, travel, or counselling, individuals will be able to find their inner self. Unlike the non-essentialist view, it focuses on the idea that society is connected to the individual more so than societal views, and internal factors such as agency and individual control are empowering.
We evaluate ourselves on how we think we should feel and act according to our position within society. It is safe to argue that self and identity are two separate objectives, but the self always precedes and constructs an identity. Through consumer observations, individuals publicise our identities and aspirations as these are usually desirably based on our lifestyle. This observation draws on structural distinctions between Marx’s class and Veblen’s desire to display distinction, Bourdieu obtains that lifestyles are fluent ‘systematic products of habitus’ (Paterson, 2006, p. 45) and incorporate larger conceptions of, and interactions within, social
Conversations surrounding identity are vital to the success of a social worker. Our personal identities have the ability to influence how we interact with clients, especially those from cultures and races that are different from our own. As individuals, we create our own beliefs and values but through the process of self-reflection and self - exploration we are able to develop an understanding of ourselves and our own true beliefs. 1. The writing I am reflecting on is presented by Michael Spencer and the thesis is that “in order to create social change and to promote social justice, we must begin this process with ourselves” (Spencer, 2008).
This highlights the fundamental importance and authority of persuasion in public communication – across the industry – as it harnesses both credibility and power to alter socio-cultural ideas, groups, structure and philosophy. Similarly, Sopory investigates the linguistic avenues of metaphor and its fundamental consequence to the persuasive practice and function of communication. Through a scientific and psychological method, he discovered th... ... middle of paper ... ...ive social effects of persuasion as transactional dialogue, which encourages and fosters a free market filled with choice, range and opportunity. “As Michael Schudson (1988) points out in his discussion of advertising, marketers do not create our values. Rather, they select those values that contribute to profitability.” It is in a positive light that the critique can be made that persuasion and the pursuit of altering societal beliefs forces practitioners to actively engage with the public sphere, where they are open and accountable to criticism.
This relates to fashion being an important foundation to building ones identity. Rendering to Kaiser (1990), fashion is a visual invention and concept that differs from clothing, this can be identifies is material production and so... ... middle of paper ... ...ing selection and considers different syles, the person feels that they have achieved individuality also known as ethical consumption. Slater (1997) climaxes relations between communication, consumption and meaning have changed, and this creates a status and identity. The structure of status and structure of meaning thus becomes something that is unstable and ﬂexible. Customers will be more active and inﬂuential in markets in the future.
Humans are complex beings. We have different motivations, goals, and aspirations but what influences us to have these goals? What motivates us to strive for them? Daniel Gilbert, in his essay “Immune to Reality” states we have unconscious processes that influence our behaviors, and also that we heavily rely on acceptance from others. The social pressures we experience on day to day bases are what influence us to change and adapt.
Personal Factors. Many marketers believe that brand personality is created by how marketers and advertisers intend to project, build and manipulate a brand (in both product-related and non-product related ways) (e.g. Levy, 1959; Plummer, 2000; Restall and Gordon, 1993). However, Biel (1993) argued that this is not always the case and could be a dangerous assumption in understanding consumers' perceptions of a brand. He further stated that personal factors, such as personality and socio-demographic profiles of the customer, can affect consumers’ perception of a brand.