“One can choose to study fish or one can choose to study the environment they swim in.” One of the reviewers for the recent book Elusive Consumption Eric J. Arnold summed up the two approaches of market research with his nice little illustration. He goes on to say “many traditional academic market researchers are like those who study the fish. Contributors to this volume [Elusive Consumption] are like those who opt to study the water. One can argue about which approach leads to catching more fish. My bet lies with those who explore the environment.” For him, it is evident that the only way one can come close to evaluating the interaction between consumers and market forces is by focusing on the “environment” the consumer finds himself in. That is exactly what the authors of the book Elusive Consumption found out after extended research. There are certainly critics who oppose this view and want to see more attention paid to the consumer and his habits and behavior. The interesting figure in this problem is the definition of this “environment” the consumer is situated in.
This essay attempts to present some of these definitions of environment and theories of the relationship (if any) between consumer and market. What are the factors that come into play and influence consumer behavior and how has that question tried to be answered in the past. What role do advertisements play specifically in this context? The main argument of this paper is that there is no such thing as an overarching theory when it comes to identifying reasons for consumption just as there is no homogenous audience in relationship with the product being offered. In fact, this argument challenges the notion of a dual relationship between consumer and product, between message and receiver and supports more the idea of multiple factors that all come together in this highly complex interplay of decisions and reasons.
Table of Contents
1. Introduction
2. Development of American Consumer Culture
3. Roots of the Consumer Society
4. The Role of Advertising and Media Theory
5. Consumer Decision-Making and Behavior
6. Theoretical Perspectives and Criticisms
7. Conclusion
Objectives & Core Themes
This essay explores the complex relationship between consumers and market forces, arguing that there is no singular, overarching theory to explain consumption. It examines how American society evolved into a consumer culture, evaluates the influence of advertising, and challenges one-dimensional models of audience behavior.
- The historical development of American consumer culture and the shift from production to consumption.
- The evolution of the media landscape and the role of advertising in shaping consumer habits.
- Critical analysis of "one-dimensional" communication models and audience manipulation theories.
- The impact of environmental factors and social identities on individual purchasing decisions.
- The "elusive" nature of consumption as a multi-faceted, complex social phenomenon.
Excerpt from the Book
History and Philosophy of the Media
“One can choose to study fish or one can choose to study the environment they swim in.” One of the reviewers for the recent book Elusive Consumption Eric J. Arnold summed up the two approaches of market research with his nice little illustration. He goes on to say “many traditional academic market researchers are like those who study the fish. Contributors to this volume [Elusive Consumption] are like those who opt to study the water. One can argue about which approach leads to catching more fish. My bet lies with those who explore the environment.” For him, it is evident that the only way one can come close to evaluating the interaction between consumers and market forces is by focusing on the “environment” the consumer finds himself in. That is exactly what the authors of the book Elusive Consumption found out after extended research. There are certainly critics who oppose this view and want to see more attention paid to the consumer and his habits and behavior. The interesting figure in this problem is the definition of this “environment” the consumer is situated in.
This essay attempts to present some of these definitions of environment and theories of the relationship (if any) between consumer and market. What are the factors that come into play and influence consumer behavior and how has that question tried to be answered in the past. What role do advertisements play specifically in this context? The main argument of this paper is that there is no such thing as an overarching theory when it comes to identifying reasons for consumption just as there is no homogenous audience in relationship with the product being offered. In fact, this argument challenges the notion of a dual relationship between consumer and product, between message and receiver and supports more the idea of multiple factors that all come together in this highly complex interplay of decisions and reasons.
Summary of Chapters
1. Introduction: This chapter introduces the core dilemma of consumer research, contrasting the study of individual consumer behavior with the study of the broader environmental context.
2. Development of American Consumer Culture: The author traces the historical transition of American society toward a market-oriented culture, focusing on the shift from traditional religious and community values to individual satisfaction.
3. Roots of the Consumer Society: This section details how the 20th-century department store and advancements in transportation and media changed the status of the consumer and the nature of the buyer-seller relationship.
4. The Role of Advertising and Media Theory: The chapter explores the evolution of media theory, including the "hypodermic needle" model, and the critical debate surrounding the power of advertisers to manipulate consumer desires.
5. Consumer Decision-Making and Behavior: The author examines the complexities of the decision-making process, highlighting the limits of advertising influence and the impact of random, irrational, or collectivist purchasing behaviors.
6. Theoretical Perspectives and Criticisms: This chapter reviews various academic rebuttals to the critique of consumer culture, emphasizing that audiences possess multiple identities and are not merely passive recipients of media messaging.
7. Conclusion: The paper concludes by affirming that consumption is a highly elusive, multi-dimensional phenomenon that cannot be captured by a single definition or theoretical framework.
Keywords
Consumer culture, Market research, Advertising, Media theory, Consumption, Social environment, Brand identity, Consumer behavior, Frankfurt School, Historical development, Mass media, Decision-making, Consumer society, Commodity, Multiple identities.
Frequently Asked Questions
What is the primary focus of this work?
The work investigates the history and philosophy of the media in relation to the development of American consumer culture and the complexities of consumer behavior.
What are the central themes discussed in the paper?
Central themes include the historical roots of consumerism, the influence of advertisements, the critique of one-dimensional media models, and the role of social environment in decision-making.
What is the core argument or research question?
The core argument is that no single overarching theory can explain consumption, challenging the notion of a simple, dualistic relationship between producers and consumers.
Which research methodologies are referenced?
The paper utilizes a meta-analytical approach, reviewing various scholars and theories from communication and media studies to synthesize a broader understanding of consumption.
What topics are covered in the main body?
The main body covers the rise of department stores, the evolution of consumer attitudes at the turn of the 20th century, media influence, and the critical responses to advertising dominance.
Which keywords define this study?
Key terms include consumer culture, advertising, media theory, mass market, social environment, and the elusive nature of consumer meaning.
How does the author define the "environment" of the consumer?
The author defines the environment as a complex social interplay consisting primarily of family, workplace, religion, friends, and the omnipresent influence of media.
What stance does the paper take on the "hypodermic needle" theory?
The author views this theory as an outdated, one-dimensional model and supports more nuanced approaches that account for the active and diverse roles of the audience.
Why does the author argue that consumption is "elusive"?
It is deemed elusive because it involves a multiplicity of interconnected factors, rendering it impossible to identify a single decisive cause for any individual's purchasing decision.
- Quote paper
- Michael Schmid (Author), 2004, History and philosophy of the media, Munich, GRIN Verlag, https://www.grin.com/document/66612
