Capturing the Cultural Omnivore: Methodological Considerations from Ttwo Canadian Surveys

• In Event: 2312 - Section on Consumers and Consumption Refereed Roundtable Session
  In Refereed Roundtable 60min: Table 02. Measuring, Specifying, and Understanding Tastes

Abstract

The make-up, and indeed the existence, of the cultural omnivore is a prevailing topic of sociological debate. This investigation uses two different surveys of the Canadian population to test the existence and make-up of omnivorous consumption in that country. Because the cultural activities included in these surveys are not completely similar, it raises methodological questions about defining and measuring omnivorism. Using multiple correspondence analysis (MCA), latent class analysis (LCA), and regression modelling, this study finds that the fewer ‘highbrow’ forms, the larger the omnivorous population appears. However, the socio-economic structuring of the omnivorous group, no matter its size, does seem to still fit into the parameters set out by Peterson’s omnivore thesis. This is the thesis that those of higher social position are the most culturally omnivorous. Therefore, this suggests that the force of distinction among the culturally omnivorous as a category may rely more upon the generally eclectic nature of consumption, rather than the consumption of any specific combination of cultural forms that represent both relatively highbrow or lowbrow forms of culture.

Author

• Adam Gemar, Durham University