Brands in Society, Society in Brands
After offering a summary of what the book deals with, I discuss grid-group theory, which argues that there are four competing lifestyles/taste cultures that exist in any society: elitists, individualists, egalitarians, and fatalists. I suggest how each of these lifestyles shapes our choices in automobiles, smartphones, wine, and so on, and our choices in media and popular culture. This leads to a consideration of class differences in societies and the role class differences play, according to the French sociologist Pierre Bourdieu, in determining our taste preferences. These preferences involve objects we buy but also political parties with which we identify.
KeywordsGrid-group Lifestyles Elitists Individualists Egalitarians Fatalists Class differences Taste
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