Question

Communication and Media Studies 381 Communication History

[Visual Culture and Consumption]

Readings week 9:

Jib Fowles, “Mass Media and the Star System”

Rosalind Williams, excerpts from “Dream Worlds”

Prompt Questions:

1. What is conspicuous consumption? How did attitudes toward consumption change in the late 19th and early 20th century? What developments contributed to this shift?

2. How did new spaces of consumption (department stores) change social interactions and shopping?

3. What were the “World’s Fairs”? How were people exhibited there? How were technology and industry celebrated?

4. What were some key developments in the rise of cinema?

5. What are some key takeaways from each of this week’s authors?

Answer 1

1. Conspicuous consumption is the practice of purchasing goods or rendering services publicly to show off the wealthy level to others rather than to cover their basic needs. A good example is that upper middle class income group people would go out and shop to spend the money they earn by doing hard work but wanted to match it with the high class family just to show their new richness level. Some of the sociologist says that this type conspicuous consumption of goods is the competitive nature of the individual and the mind of the individual to show that they are superior to others (of their related community) and also to hide their complexes. Some believe that they achieved some superior self-image over the others by owning the luxury products or branded items.

In the late 19th century and early 20th century, the attitude of consuming goods made a tremendous change; this was basically because of the variation of income from different works, jobs and other kind of activities of the individuals. In the late 19th century, people started migrating from one place to other or migrated from their home town to big cities or nearby towns primarily for the purpose of earning good income; so, from that time, the basic attitude changes were influenced by the new group of people where they associate with. This is a combination of influence of the difference continent cultures, influence of cinema, mass media, and other industrial revolutions.

2. New spaces of consumption (department stores) change social interactions and shopping: In the late 90's, foreign countries had big sized shops. In India, there were very few shopping complexes, namely Spencer Plaza in Chennai, Sobo Central mall in Mumbai, etc. Rich people only would go and visit those malls and purchase things, because of its affordability. But, now even a small town has the departmental store, where you can get any of your home needs, dresses, vessels, etc., all in one place. Due to the rates are also reasonable and everybody can have the ease of purchasing the things of their choice without anyone's hindrance (that was happened in the olden days, for anything, you need to ask the shopkeeper). Due to which, people would like to shop for more things especially on weekends and in other occasions as a hobby.

Nowadays, most of the family has more than one earning member that also makes the family to go out for shopping.

3. World's Fairs: It was an international exhibition which had been specially designed to display the achievements of nations; was showcased for a particular period of time, say for about 3 to 6 months. This had wide variety of things to show right from industries, scientific advancement, culture changes, etc.

Since it was an international exhibition, people were shown as very formally dressed and only the top most professionals of the industry participated. People who visited were also from the upper or higher class income group people. It was like a formal function for them. Different cultures were followed in those types of fairs.

Technology changes were highly welcomed; particularly in the entertainment zones like different play rides were introduced. Revolution in the industry was accepted particularly in the food and beverages, cultural foods, and other sectors.

4. Key developments in the rise of cinema: When the cinema was introduced, people did assume that some actors were standing behind the screen and were acting for every show. But, after knowing the technology behind the cinema, people started exploring new things. Some of the key developments are 3D technology, animation, digital screening, virtual cinema, Dual camera VR, Drone camera, etc.

5. Jib Fowles: He concentrated more on mass media and development of cinema industry and the recent key developments of the mass media.

Rosalind Williams: He discussed various factors of the society, starting from the consumers and their attitude changes, how the consumer is influenced by various cultures, buying mass consumption, buying luxury products, etc.