Introductory description

“Life is not complete without shopping” (Chua, 2003). This module investigates globalised commercial cultures and explores the production of consumption by looking at processes of ‘cultural intermediation’. The will provide an in-depth critical understanding of the sociology of consumption as it explores the operations of global capitalism by understanding how commodified goods, services and experiences are produced. We will look at practices of humdrum and spectacular consumption, at the growth of brand cultures and at how marketing and advertising try to generate feelings in consumers. We will study consumer cultures in developed and emerging economies to critically consider the promises and seductions of the world of goods, services and experiences. Some questions we will consider include: is a globalised commercial culture homogenising? Is ethical consumption possible? Does a good commercial worker have to be an active consumer? Are we always ‘working’ as consumers to generate value in capitalism?

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Global Capitalism and the interconnections of production and consumption
2. Customers, consumers and consumption
3. Advertising as cultural intermediation
4. Design as cultural intermediation
5. Brands and fakes
6. reading week
7. Marketing and market devices
8. Service work and the production of consumption
9. Consumer work and the co-creation of value
10. Fairtrade and the ethics of consumption

Learning outcomes

By the end of the module, students should be able to:

• Critical understanding of global consumer capitalism and its implications for social life.
• Understand the processes through which global capitalism operates with particular attention to how end consumption is generated; understand, the implications for social life of a market society.
• Compare the operation of global capitalism in developed and emerging economies; demonstrate in-depth critical understanding of a specific region.
• Understand and articulate sociological arguments as to how consumption is affected by a complex, global culture industry and be able to build arguments as to the implications of this for understanding of subjectivity

Indicative reading list

Reading lists can be found in Talis

Subject specific skills

Knowledge and understanding of how consumerism is made possible, with what effects.

Understanding of how global capitalism works

Transferable skills

Written communication skills
Analytic skills
Independent thinking