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Unit 2: Site B Retail Therapy

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Retail Therapy
Resources

Guardian - retail therapy

BBC - Designer children's clothes

Materialism - images on Flickr

Therapeutic Shopping

Powerpoint (courtesy of Richard) Retail Therapy

Site B

Popular Music - songs that saved my life
In my room: personal places

 

 

What is retail therapy?

You are what you buy! The definition of retail therapy is shopping with the primary purpose of improving the buyer's mood or disposition.

This can include food, clothing, cars etc. There has always been a link between personal possessions and identity. In modern times, we think we can buy this identity, through our shopping choices. Read the two articles in the left-hand margin.

What sort of shoes do you wear? What sort of phone do you have? How do you listen to your music - iPod Nano or plain old MP3 player?

However, we are not just talking about the act of acquiring possessions here, we are talking about the activity or pursuit called shopping. What kind of gratification do we get from going shopping? Why do we enjoy it?

Sample Unit 1 Exam Question (related to this topic)

The following is an extract from Bauman’s Legislators and Interpreters. Read the passage and answer the question that follows it:

Individual needs of personal autonomy, self-definition, authentic life or personal perfection are all translated into the need to possess, and consume, market-offered goods. The translation, however, pertains to the appearance of use value of such goods, rather than the use value itself. (our emboldening)

Use your knowledge of communication and culture to explore the relationship between personal identity and “market-offered goods”. Do consumer goods sustain our identities or ultimately frustrate them?

Click here for resources to help with Unit 2 coursework

ACTIVITY

If you could choose five items which belong to you to define who you are for other people, what would you choose and why? What do they say about you?

I would choose my house, my holidays, my books and music, some of my clothes and my phone.

Why? Because I regard each of these items as defining aspects of my personality and the identity I want to portray to other people. I am a 48 year old woman - my identity is going to be very different to yours - or is it? Look at the Flickr profile for a young woman called Miss Peach - her I....series, where she defines herself by her possessions, by the contents of her handbag, her room, her music etc. Fascinating. This page is just called "What's in my make-up bag"

Me stuff As you can see from the image on the left, I like to buy holidays in amazing, mountain scenery usually in the US or Canada, I have a very functional but uncool phone but a state of the art computer and the latest iPod Nano, I read crime thrillers and fantasy novels (although I'm an ex-English teacher!) and tend to buy my music in single tracks from iTunes, from all different eras of music. My house is Victorian, jeans are my favourite clothes,

Do all these things that I have bought communicate the real me? If so, what am I like? Would I be the same person without them?

Click on the image to read a little bit about each item and why it means something to me.

 

There is a lovely powerpoint on CJ's Media, Communication and Film blog on shopping in the Trafford Centre - click here and then scroll right down to the bottom of the page.

 

 


Read this article about the artist Michael Landy, who destroyed all his personal possessions. Here is an analysis of this piece of art in The Daily Telegraph. This is what a friend of Landy's said about his act of destruction:

"What makes this project particularly poignant is that Michael is part of a generation of artists who, like Damien Hirst, has produced so much work and money for themselves. This is quite a philosophical and radical work. We are all conditioned that our material belongings define us in a way, and this is really the reversal of all that."

Try a little test on your classmates - put together a collage of your belongings - as I did above. Print them out and have the class mix them up. See if you can find the person to go with the collage!

Unit 2 Coursework Resources and Ideas

I shop, therefore I am
BBC website - do the brands you buy define you?
Are you defined by your shopping habits or by what you 'consume' or are you just 'expressing' aspects of yourself? Look at the Flickr profile for a young woman called Miss Peach - her I....series, where she defines herself by her possessions, by the contents of her handbag, her room, her music etc. Fascinating. This page is just called "What's in my make-up bag"

Balm for the Soul For many shopping is an act of naked greed, a panic-inducing chore or a bewildering waste of time. But for Linda Grant, as for her mother before her, it means something else entirely: pure pleasure 

History of Shopping

What was it like to shop in past eras? Did people treat it as a leisure pursuit? Is it part of British culture? Read what people have to say here. Have a look at this archive footage on the BBC website and find out!

Woolworths - how the shops have changed over the years, architecturally and culturally

How does value relate to shopping? Do we only value what we buy? Do we value things by how much they cost? Is culture becoming devalued?
Read this article - The value of free

Marxist Perspective of Shopping

The Marxist view of shopping is that all consumption is merely a way to keep the masses happy - we consume because we are pursuing false needs, created by wicked capitalists, intent on keeping us hooked on 'stuff' - more and more of it, to make us happy! Read this article from the Socialist Worker magazine, "Consumerism: I shop, therefore I am"

An attractive site with a number of interesting articles on consumerism, from a Marxist perspective, David Report

Feminist Perspective of Shopping

Read this article Is the High Street Really a Liberating Arena for Women? by Diana Goss & Ian Pace