All Consuming: Using Consumer Culture to Teach Sociological Thinking

• In Event: 545 - Section on Sociology of Culture Roundtable Session.
  In Refereed Roundtable: Section on Sociology of Culture Roundtables. Table 01. Consumer Studies Network

Abstract

A key challenge faced by instructors of “intro sociology” courses is the goal of fostering students’ sociological imaginations. Making connections between the “personal” world of individuals’ lives, and the “public” world of institutional forces like states, markets, and bureaucracy is always a challenge – particularly in a culture that places a strong emphasis on the individual. In this presentation, we suggest that consumer culture provides a rich lens through which to introduce students to sociological thinking. Drawing inspiration from Daniel Miller’s creative explorations of material culture – which he labels studies of “stuff” – we map out a book project that uses the stuff of consumer culture (e.g., cars, coffee, wedding parties) to teach key sociological themes. This work is united by one core idea – that our interaction with “stuff” is not a solitary endeavor, but is shaped by myriad social connections, both material and cultural. In this roundtable presentation, we briefly outline the project, and discuss the “thinking frames” deployed within each chapter, centering on core analytic tensions within sociological thinking: 1) material/culture; 2) structure/agency; and 3) macro/micro. Then, we feature one exemplary chapter, in order to illustrate how the stuff of consumer culture can be used to foster sociological thinking. With a thematic focus on food, this chapter introduces core sociological concepts in the study of culture, including norms, values, and ethnocentrism. The roundtable provides an exciting opportunity to share these ideas with colleagues, and to elicit insights derived from their own undergraduate teaching experiences.

Authors

• Kate Cairns, State University of New Jersey-Rutgers

• Josee Johnston, University of Toronto