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SOCIOLOGIA CONSUMULUI SI A CUMPARARII

An universitar 2017-2018
Semestrul I

Lector: Monica Stroe


monica.stroe@politice.ro

Desfasurare curs: joi 18.00-20.00, sala 305


CONDITII DE EVALUARE

Conditie necesara pentru evaluare: intrunirea a 5 prezente.


Participare activa la discutiile de la curs - 10%
Prezentarea unui text optional - 30%
Proiect de cercetare final: 60%

PARTICIPARE ACTIVA LA DISCUTII (10%)


Vor fi evaluate prioritar interventiile pe baza bibliografiei obligatorii.

PREZENTARE TEXT OPTIONAL (30%)


Prezentarea unui text la alegere din lista de texte optionale (titlurile scrise cu mov).
Exprimarea optiunii: va puteti alege textul cu minim o saptamana in avans, prin marcarea
numelui vostru in dreptul textului in programa din folderul Google, pe principiul primul
venit, primul servit.

Prezentarea trebuie sa atinga urmatoarele puncte:


1. Argumentul textului: problema studiata in text, ipoteza sau intrebarea de cercetare
2. Concluzia autorului/rezultatele cercetarii
3. Concepte discutate sau utilizate in construirea argumentului

Durata prezentarii: maxim 15’


Ppt-ul este incurajat dar nu obligatoriu. Este responsabilitatea fiecaruia sa isi aleaga textul in
functie de posibilitatile de prezenta. Unul dintre rolurile prezentarii este sa fie informativa si
pentru ceilalti, deci e important sa stapaniti si sa surprindeti nu doar argumentul textului ci si
diverse detalii factuale si discutia teoretica a autorului.

PROIECTUL DE CERCETARE (60%)

Conditii: O lucrare scrisa (individuala) realizata pe baza unei micro-cercetari socio-antropologice


originale efectuate pe un subiect la alegere din aria tematica acoperita de sociologia
consumului.

Structura: Lucrarea trebuie sa includa obligatoriu urmatoarele sectiuni:


· descrierea contextului cercetarii,
· intrebarile de cercetare (atentie sa aiba un continut sociologic!) si delimitarea universului
de cercetare
· o incadrare teoretica (minim 2 titluri de specialitate)
· metodologia aleasa si justificarea ei
· descrierea si analiza datelor (analiza in limitele conceptuale ale stiintelor sociale, depasind
nivelul simtului comun, ancorata in bibliografia citata)
· concluzii
· bibliografie

Dimensiunile lucrarii: minim 2000 de cuvinte (excluzand note de subsol, bibliografie, anexe).
Alte precizari: Lucrarea trebuie sa foloseasca obligatoriu 2 titluri de specialitate din literatura
sociologica (pot fi titluri din bibliografia cursului, atata timp cat sunt relevante pentru lucrarea
voastra), respectand regulile de citare. Aditional (pe langa cele doua titluri stiintifice
sociologiec), puteti cita si surse non-sociologice (articole de marketing) sau non-academice
(reviste de economie etc), respectand regulile de citare. Lucrarea trebuie sa reflecte o cercetare
si o argumentatie originala care sa va apartina in mod evident. Analizele construite exclusiv ca o
compilatie de idei si argumente din alte surse (chiar si citate corespunzator) vor fi depunctate
sever. Orice forma de plagiat identificabil atrage dupa sine nepromovarea cursului. Mai multe
informatii despre plagiatul academic puteti gasi aici:
http://www.ox.ac.uk/students/academic/guidance/skills/plagiarism# .
Termen de predare: 31 ianuarie 2018 pana la ora 24.00, pe mail, la monica.stroe@politice.ro.
Fiecare email primeste confirmare de primire. Este obligatia voastra sa va asigurati ca adresa de
mail este scrisa corect, ca lucrarea are numele vostru si ca ati inclus atasamentul in mailul
trimis. Materialele nu se vor sustine in cadrul unui colocviu, iar nota o veti primi tot pe mail.

Programa, arhiva bibliografica si alte materiale utile cursului sunt disponibile la

PROGRAMA

SAPTAMANILE 1-2 (5 oct, 12 oct): INTALNIRI INTRODUCTIVE


DISCUTIE: prezentarea cursului, conditii de evaluare, elemente de introducere in sociologia
consumului

SAPTAMANA 3 (19 oct). SOCIETATEA DE CONSUM


DISCUTIE: Societatea de consum, sistemul obiectelor

Text obligatoriu
Jean Baudrillard. 2008. Societatea de consum. Mituri si structuri. Bucuresti: Editura
Comunicare.ro. (Cap. Logica sociala a consumului, pp. 61-86).

Texte optionale
[Iuliana Pal] Gilles Lipovetsky. 2007. Fericirea paradoxala: eseu asupra societatii de hiperconsum.
Iasi: Polirom. Partea I Societatea de hiperconsum, pp 20-49.
[Cojocaru Claudia] George Ritzer. 2003. McDonaldizarea societatii. Bucuresti: Comunicare.ro.
Cap. Previzibilitatea: La mall nu ploua niciodata, pp. 85-115.
Naomi Klein. 2000. No Logo: Tirania marcilor. Bucuresti: Comunicare.ro. Cap. Expansiunea
marcilor: cum a ajuns logo-ul in centrul atentiei, pp. 45-72.

SAPTAMANA 4 (26 oct.). MARFURILE. Intelesurile culturale ale bunurilor de consum,


biografia culturala si viata sociala a obiectelor
DISCUTIE: Mercificare si demercificare; viata sociala a obiectelor, politici ale valorii; marfuri,
valoare, postmodernitate si consum (hiperdiferentiere si dediferentiere)

Text obligatoriu
Igor Kopytoff. 1986. The cultural biography of things: commoditization as process. In The Social
Life of Things: Commodities in Cultural Perspective, Arjun Appadurai (ed.). Cambridge, Cambridge
University Press (pp.64-91).

Texte optionale
Ferenc Hammer (2007). Sartorial manoeuvres in the dusk: blue jeans in socialist Hungary.
Citizenship and Consumption.

SAPTAMANA 5-6 (2 nov, 9 nov). CONSUMATORUL: GUST, CLASA SOCIALA SI


CONSTRUCTIA SINELUI
DISCUTIE: Gust, clasa, distinctie sociala, consum ostentativ, bunuri pozitionale, agency-ul
consumatorului, competente, cunoastere, munca consumului

Text obligatoriu
Pierre Bourdieu. 1984. Distinction. A Social Critique of the Judgement of Taste. Cambridge, MA:
Harvard University Press. 179-195.

Texte optionale
Jeremy Schulz. 2006. Vehicle of the Self: The social and cultural work of the H2 Hummer. Journal
of Consumer Culture Vol 6(1): 57–86.
[Paula Mititelu, sapt 6] Catherine Lutz si Anne Lutz Fernandez. 2010. Carjacked. The Culture of
the Automobile. Palgrave. Cap Dream Car: Myth-making, American Values, and the
Automobile, pp. 13-39.
William Roseberry. 1996. The rise of yuppie coffee and the reimagination of class in the United
States. In American Anthropologist 98(4): 762-775.
[Praz Cristina, sapt 5] Jukka Gronow. 2005. Champagne and caviar: Soviet kitsch. In Carolyn
Korsmeyer, The taste culture reader: experiencing food and drink, pp. 249-259. New
York: Berg.
[Veronica Lazarescu, sapt 5] Janna Michael. 2015. "It’s really not hip to be a hipster:
Negotiating trends and authenticity in the cultural field." Journal of Consumer Culture
15.2 (2015): 163-182.
Sharon Zukin. 2008. Consuming Authenticity. From outposts of difference to means of exclusion.
Cultural Studies, 22:5, 724-748.
[Ispas Andra, sapt. 6] Susan Bridle-Fitzpatrick. 2016. Tortillas, Pizza, and Broccoli. Social Class
and Dietary Aspirations in a Mexican City. Food, Culture & Society, 19:1, 93-128.
Joseph Heath si Andrew Potter. 2005. Mitul contraculturii. Rebelii, consumul si capitalismul.
Bucuresti: Comunicare.ro, Cap. De la cautarea statusului la goana dupa cool, pp. 149-
174.

SAPTAMANA 7 (16 nov). CONSUMATORUL: FACTORI SOCIO-DEMOGRAFICI SI


GENERATIONALI
DISCUTIE: Varsta, cohorte generationale (ex. baby boomers, generatia X, generatia Y;
millennials), gen.

Text obligatoriu
Kathleen Devebec et al. 2012. Are today’s Millennials splintering into a new generational cohort?
Journal of Consumer Behaviour 12: 20–31.

Texte optionale
Kevina Cody. 2012. ‘No longer, but not yet’: Tweens and the mediating of threshold selves
through liminal consumption. Journal of Consumer Culture 12(1): 41-65.
Keller, M., & Vihalemm, T. (2005). Coping with Consumer Culture: Elderly Urban Consumers In
Post-Soviet Estonia. TRAMES: A Journal of the Humanities & Social Sciences, 9(1).
Inés Pérez. 2012. Comfort for the people and liberation for the housewife: Gender, consumption
and refrigerators in Argentina (1930–60), Journal of Consumer Culture, 12(2): 156-174.
Ducille, A. (2003). Black Barbie and the Deep Play Of Difference. The Feminism And Visual Culture
Reader, 337. Schor, J., & Holt, H. (Eds.). The consumer society reader. The New Press.
Cap. 15, pp.328-351
Fabio Parasecoli. 2012. Feeding Hard Bodies: Food and Masculinities in Men’s Fitness
Magazines. In Counihan, C., & Van Esterik, P. (Eds.). (2012). Food and culture: A reader.
Routledge. pp. 284-298.
Ervin Goffman. 1976. Gender Advertisements. Harper Torchbooks. Cap. Gender Comercials, pp.
24-84.
Paige West. 2010. Making the market: specialty coffee, generational pitches, and Papua New
Guinea. Antipode, 42(3), 690-718.
(Oana Todoran) Davis, J. F. (2007). “Aunt Jemima is Alive and Cookin’?” An Advertiser’s
Dilemma of Competing Collective Memories. Journal of Macromarketing, 27(1), 25-37.
SAPTAMANA 8 (23 nov). REPOZITIONAREA CONSUMATORULUI IN LOGICA
CONSUMULUI
DISCUTIE: Prosumatorul (munca de consum si competenta consumatorului, “craft consumers”,
Do-It-Yourself (DIY), productia de continut si Web 2.0 - Youtube “Broadcast yourself”);
Consumatorul ca produs; Marketing conversational, managementul comunitatilor online

Text obligatoriu
George Ritzer si Nathan Jurgenson. 2010. Production, Consumption, Prosumption. The nature of
capitalism in the age of the digital ‘prosumer’. Journal of Consumer Culture 2010 10: 13-36.

Texte optionale
Matthew Watson, Elizabeth Shove. 2008. Product, Competence, Project and Practice: DIY and
the dynamics of craft consumption. In Journal of Consumer Culture 8(1): 69-89.
Steve Collins. 2010. Digital Fair: Prosumption and the fair use defence. Journal of Consumer
Culture 10(1): 37-56.

SAPTAMANA 9 (30 nov). METODOLOGII DE CERCETARE A CONSUMULUI Zi libera -


cursul se va recupera
DISCUTIE: cercetare si spatii culturale, etnografia in cercetarea consumului.

Text obligatoriu
Kalman Applbaum si Ingrid Jordt. 1996. Notes Toward an Application of McCracken's "Cultural
Categories" for Cross-Cultural Consumer Research. In Journal of Consumer Research 23(3): 204-
218.

Texte optionale
Julia M. Bristor si Eileen Fischer. 1993. Feminist Thought: Implications for Consumer Research. In
Journal of Consumer Research 19(4): 518-536.
Bente Halkier and Iben Jensen. 2011. Methodological challenges in using practice theory in
consumption research. Examples from a study on handling nutritional contestations of
food consumption. Journal of Consumer Culture 11(1) 101–123.

SAPTAMANA 10-12 (7 dec, 14 dec, 4 ian). ACHIZITIA. Spatii, contexte si experienta


cumpararii
DISCUTIE: Dispunerea spatiala si designul spatiilor de retail, vanzare door-to-door si retele MLM;
Comportamente de cumparare si vanzare, shopping, shopaholics; Interactiuni de achizitie,
negociere, targuiala; Dematerializarea consumului, digitalizarea produselor si serviciilor
culturale si de divertisment: e-books, continut online, mp3.
Text obligatoriu
Frank Cochoy. 2007. A sociology of market-things: on tending the garden of choices in mass
retailing. In Callonet et al. [eds] Market Devices, Oxford, Blackwell, 109-129.

Texte optionale
Juliana Mansvelt. 2005. Geographies of Consumption. London: Sage. Cap. Spaces, pp. 56-78.
Robin Canniford, Kathleen Riach, Tim Hill.2017. Nosenography: How smell constitutes meaning,
identity and temporal experience in spatial assemblages. Marketing Theory 1–15.
(Zisu Diana) Clifford Geertz. 1978. ‘The bazaar economy: Information and search in peasant
marketing’. In American Economic Review 68(2): 28–32.
Mary Ann McGrath et al. 1993. ‘An Ethnographic Study of an Urban Periodic Marketplace:
Lessons from the Midville Market’. In Journal of Retailing 69(3): 280-319.
(Militaru Ioana Andreea)Yunxiang Yan. 2005. Of hamburger and social space. Consuming
McDonalds’s in Beijing. In James L. si Melissa L. Caldwell (eds.), The Cultural Politics of
Food and Eating, pp. 80-103. Oxford: Blackwell.
(Botea Andreea) Paulo Magaudda. 2011. ‘When materiality bites back - digital music
consumption practices in the age of dematerialization’. Journal of Consumer Culture
11(1): 15-36.
(Dragomir Adelina- saptamana 10) Sonia Bookman. 2014. Brands and Urban Life: Specialty
Coffee, Consumers, and the Cocreation of Urban Café Sociality. Space and Culture 17(1)
85–99.
Karin Wagner. 2015. Reading packages: social semiotics on the shelf. Visual Communication
14(2):193-220.
Kathy Hamilton and Beverly A. Wagner. 2014. Commercialised nostalgia. Staging consumer
experiences in small businesses. European Journal of Marketing Vol. 48 No. 5/6, pp. 813-
832.
Benjamin F. Coles. 2014. Making the market place: a topography of Borough Market, London.
Cultural Geographies, 21.3: 515-523.

SAPTAMANA 13 (11 ian). NON-CONSUMUL. Anticonsumerism, consum moral,


sustenabilitate
DISCUTIE: Simplitatea voluntara, escapismul competitiv; Fairtrade, demonetizare (troc si
monede locale), retele informale de achizitie (food groups, CSA, farm direct marketing),
handmade, artizanat; Anticonsumerism, greenwashing, consumerism verde, amprenta de
carbon; Ecoturism, turistul-calator, volunturismul.

Text obligatoriu
Richard Wilk. 2006. Bottled Water: the pure commodity in the age of branding. In Journal of
Consumer Culture 6(3): 303–325.
Texte optionale
Joshua Colt Gambrel si Philip Cafaro. 2010. The Virtue of Simplicity. In Journal of Agricultural
Environmental Ethics 23: 85–108.
(Elena Chistol)Bryant Simon. 2011. Not going to Starbucks: Boycotts and the out-scouring of
politics in the branded world. In Journal of Consumer Culture 11(2): 145-167.
Sofia Ulver-Sneistrup, Søren Askegaard and Dorthe Brogård Kristensen. 2011. The new work
ethics of consumption and the paradox of mundane brand resistance. In Journal of
Consumer Culture 11 (2): 215-238.
Stef Aupers et al. 2012. Beyond the domestication of nature? Restructuring the relationship
between nature and technology in car commercials. European Journal of Cultural Studies
15(1): 3–18.
Serge Latouche. 2017. Deteriorare garantata. Eseu despre obsolescenta programata. Bucuresti:
Editura Seneca. Cap. 2-3, pp. 54-109. (volum disponibil la cerere in format fizic)
Serge Latouche. 2016. Mic tratat de descrestere senina. Bucuresti: Editura Seneca. Cap. I, pp. 17-
50 (volum disponibil la cerere in format fizic)

SAPTAMANA 14 (18 ian). SINTEZA CURSULUI. CONSULTATII CU PRIVIRE LA PROIECTELE


FINALE