Commercialization Of Consumer Culture In Longing And Belonging, By C. Wright Mills

1682 Words4 Pages

Due to the commercialization of childhood and a pervasive consumer culture, children often measure their success and worth by the materials that they possess. Children are able to be apart of the “conversations” in their school settings by alluding to their material wealth which can be quantified by the toys they own, the extravagance of their birthday parties, and their family vacations. Although the commercialization of childhood affects all families in one way or another, the manifestation of children’s consumer culture in the lives of children and their families is heavily dependent on the social context and intersections between class and race. In the book, Longing and Belonging(2009), Allison Pugh studies the relationship between children, …show more content…

Wright Mills differentiates between trouble and issues. Troubles pertain to the private life of an individual and the problems that occur within their immediate relationships and social settings. Issues, on the other hand, to do with public matters regarding larger social organizations and institutions. (1959: 8) According to Mills, “Neither the life of an individual nor the history of a society can be understood without understanding both”(1959: 3). Fundamentally,the private lives of individuals can not be understood if it not placed within the bigger picture of relevant societal structures and institutions like race, class, and gender. This being the case, the “shame” and “triumph”(Pugh 2009: 81) that children feel when they have toys of value within their personal circles at school must also be considered in relation to their greater significance within social institution. In the case of the Oakland children, their materials and ability to engage the conversation regarding their personal lives and belongings signal that they are members of a certain economic background and …show more content…

Robert D. Putnam describes the relationship between the social class of parents and the outcome of their children in the text, Our Kids: The American Dream(2015). He writes, “Even ideal parenting cannot compensate for all the ill effects of poverty on children, and even incompetent parenting cannot nullify all the advantages conferred by parental affluence and education”(Putnam 2015: 134). Accordingly, although Angela, the African American single mother of three, is an “ideal” parent because she has good intentions and invests into her child’s future, the systemic inequality of class does not allow her to make informed and impactful decisions. Thus the disadvantages faced poor children as a result of the poverty of their parents is likely to reproduce itself due to deeply embedded class inequality of their

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