CHRISTMAS – analyse it in terms of the classical/psychological perspective and of the cultural perspective in consumer research
CHRISTMAS analyse it in terms of the classical/psychological perspective and of the cultural perspective in consumer research. Critically discuss how this cultural activity has become so embedded in consumer culture in how it is experienced within consumer culture (including media representations, products, experiences and emotions), that has become a consumption ‘fantasyland’. 1. Issues that you could consider when analysing this cultural activity: ? How this cultural activity has changed over time (becoming more and more linked with consumer culture); ? How it is practiced in different places (it could be places in the same country or in different countries); ? The role of hedonic consumption (aesthetics and emotions) associated with this cultural activity; ? The role of class in how the activity is ‘consumed’ (that is the different products and experiences it involves); ? The role of the self and identity in the consumption experience of this activity; ? How the markets contribute to making these cultural activities ‘sites of consumption’; ? Issues around the ethics of consumption associated with this cultural activity; ? Other social, cultural and economic issues arising from this cultural activity. 2. You MUST discuss the cultural activity of your choice providing evidence of searching the literature. These are popular topics in consumer research and you need to show that you have researched this topic thoroughly. 3. You can either divide your essay in the two perspectives in consumer research or blend them together while exploring the topic. Make sure you identify the perspectives when making your arguments, as being able to distinguish between the perspectives is an element of the assessment. 4. Together with providing examples of previous research on the cultural event of your choice you could provide your own examples of experiencing such event/celebration. 5. You should also consider how these events/celebrations can be further researched within the consumer culture field. FIND YOUR OWN REFERENCES AND Use References From: (Article) shop un a son gout. (Symposium: consumer culture in global perspective) (Report) Berger, Arthur Asa (Conference Proceedings) The construction of an urban, middle-class Chinese consumer culture: the case of cultural intermediaries in the shanghai wine market. Smith Maguire, Jennifer Smith Maguire, J (Book) the objects of affection: semiotics and consumer culture Arthur Asa Berger 1933-2010
MN2121 CONSUMER RESEARCH
Individual Assignment (50% of the final mark)
Choose ONE of the following modes of cultural activity:
? Christmas
? Weddings
? Birthday parties
? Baby showers
? Hen-do or Bachelor party
? Valentine’s day
and analyse it in terms of the classical/psychological perspective and of the
cultural perspective in consumer research. Critically discuss how this cultural activity
has become so embedded in consumer culture in how it is experienced within
consumer culture (including media representations, products, experiences and
emotions), that has become a consumption ‘fantasyland’.
1. Issues that you could consider when analysing this cultural activity:
? How this cultural activity has changed over time (becoming more and more
linked with consumer culture);
? How it is practiced in different places (it could be places in the same country
or in different countries);
? The role of hedonic consumption (aesthetics and emotions) associated with
this cultural activity;
? The role of class in how the activity is ‘consumed’ (that is the different
products and experiences it involves);
? The role of the self and identity in the consumption experience of this
activity;
? How the markets contribute to making these cultural activities ‘sites of
consumption’;
? Issues around the ethics of consumption associated with this cultural
activity;
? Other social, cultural and economic issues arising from this cultural activity.
2. You MUST discuss the cultural activity of your choice providing evidence of
searching the literature. These are popular topics in consumer research and
you need to show that you have researched this topic thoroughly.
3. You can either divide your essay in the two perspectives in consumer research
or blend them together while exploring the topic. Make sure you identify the
perspectives when making your arguments, as being able to distinguish
between the perspectives is an element of the assessment.
4. Together with providing examples of previous research on the cultural event of
your choice you could provide your own examples of experiencing such
event/celebration.
5. You should also consider how these events/celebrations can be further
researched within the consumer culture field.
ASSIGNMENT GUIDANCE
The following points may help you to produce a good piece of work:
? You must address the question asked and not try to re-define it or state it in
more general terms, in an attempt to allow you to write about something else.
In order to remind yourself of this, always put the question addressed at the
beginning of your work. ‘Not answering the question’ will result in a significant
loss of marks.
? You must demonstrate ability to synthesize key theories and concepts and
develop key themes and/or arguments.
? Your essay must be supported by illustrative examples and/or case studies.
You are allowed to use supporting media and/or materials (such as images,
sound and other medium).
? Being asked to discuss something is not the same as being asked to list
statements. A discussion will consider alternative points of view and your own
thinking and evaluation should be apparent in the discussion of the topic.
? Your essay must be properly referenced:
• only sources referred to specifically in the text of your answer should
be included in the bibliography;
• all sources (including those for any pictures or diagrams used) should
be acknowledged;
• there should be no references in your answer to sources which are
not in your bibliography BUT if you have not consulted the reference
directly yourself you should indicate in the text of your answer the
secondary source from which is comes. It is this secondary source
that should be in your bibliography.
? Listing a reference in the bibliography does not make it acceptable to copy
sections of the book/article into your answer unless it is explicitly stated as a
quotation. You must summarise the points in your own words. Plagiarism is
regarded as a most serious instance of academic misconduct and is dealt with
accordingly.
? It is expected that you will consult academic and professional journals as well
as textbooks. Many textbooks cover much the same information so consulting
many different textbooks only results to duplicating this information. Textbooks
tend not to have very up to date content and journal sources are vital for this.
In total then, your assignment should be no less than 2000 words and no
longer than 2500. It should be double-spaced, presented in Times NewRoman
using font size 12. You should use the Harvard style of referencing
(no footnotes please) and include a properly presented reference list. Please
spell-check your work before submission. Departmental policy regarding
extensions, late submissions and plagiarism apply. Please consult the
Departmental handbook. Please see your programme handbook for more
guidance and for more information on grading criteria.
GUIDELINES FOR WRITING ESSAYS
Below are a few tips about writing essays.
Criteria for a good essay:
? Evidence of reading beyond standard textbooks and lecture notes.
? Coherent, comprehensive, and reflective critique of existing ideas and
literature.
? Accurate understanding of key concepts and ideas.
? Imagination and originality.
? Application of key concepts through illustrative example.
? Clear development of the argument(s) contained in the essay. The essay
should flow in a way that enables any reader to follow the argument(s) and see
how the various points made are being used to answer the question.
For example, when you write your essay, consider the following points:
? Before you write your essay, work out on paper a detailed outline of your
argument.
? In the essay introduction, you should set out your main themes and intentions:
describe the issue you are addressing, the illustrative case or contexts you are
going to discuss (if any), identify its main components, and indicate what you
are going to do in the body of your essay.
? Break down your arguments into main parts – use this as a basis of your essay
that will then be divided up into several sections (you may want to have a
section title for each section).
? Build up your argument point-by-point, section-by-section, so that you develop
a picture that slowly develops in the reader’s mind.
? Always try to put yourself in the position of a critical reader, ask yourself how
s/he would react to your essay, how s/he would understand it and be persuaded
by it.
? Do not simply describe the ideas and literature you’re dealing with, provide a
critical evaluation.
? Summarise your arguments in conclusion. What is the main significance of what
you have been saying?
