Abstract
Consumption, as a field of sociological interest, covers an extensive range of human activities, things and contexts though the lenses of varied frameworks. In the context of what seems to be a phase of theoretical consolidation for the discipline, ‘The Sociology of Consumption. A Global Approach’ is a highly welcomed contribution to anyone interested in an overview of the sociological understanding of modern consumption: the desire for, purchase, use, display, exchange and disposal of goods and services.
This volume does not only offer a refreshing compilation of major theories and current investigations in the area but also features three distinctive aspects which have been absent from similar efforts. First, Stillerman engages with consumption in a globalized context – particularly contrasting views about the global north (the United States and Europe) and the global south (non-European societies, colonized by Europe and more or less economically dependents of the global north). This is achieved through case studies from a diversity of places around the world and exploring cross-national and cross-regional differences on how consumption is experienced. Second, the book challenges the common view of consumers as White middle-class citizens of the global north and explores consumers across broader inequalities, including race, sexuality, religion and age. Third, the author’s approach to consumption considers its role as political. Accordingly, the author exemplifies that the power consumption has, as a medium for citizens to demand their rights, the influence of governments in shaping consumption through subsidies and other public policies (and the consequences of not meeting voter’s expectations) and the so-called ethical consumption. These aspects of consumption are summarized on what the author labels as consumer citizenship.
Although covering these subjects is a major undertaking, the book does a great job incorporating a historical account of modern consumption (purchase of goods and services on the market), key ideas inspiring its study as social phenomenon and a more contemporary global perspective of consumption. The latter is probably the most interesting feature of the book. Across nine chapters, consumption is illustrated by a variety of empirical investigations, from differences in consumption of American TV shows in the global south to the impact of global, local and hybrid cuisines on food consumption; from the oppressive and/or empowering effect of consumption for women to the representation of older adults in advertising; and from the rise of consumers’ right movements to consumer’s activism against sweatshops, to name a few.
Chapter 1 of ‘Sociology of Consumption. A Global Approach’ begins illustrating how most of the aspects covered by the book come together in pop star Beyoncé performance at 2013 Super Bowl half-time show. This is a clear example of the book’s accessible tone and good balance between ideas and empiric research, making it a good textbook in the field. The rest of the chapter presents a brief sociological and historical review of the discipline, framing interest in modern consumption in early attempts of classic economists during the 18th and 19th centuries until its evolution to frameworks such as consumer culture theory, practice theory and actor network theory. Accepting that a single theory cannot explain consumer behaviour as a whole, the chapter ends sketching the book’s structure. Chapter 2 addresses the formation of retail, from department, discount and grocery stores to supermarkets and shopping malls, and credit and advertising as drivers of modern consumption. While chapter 2 examines evolution from the industrial era to 1970, chapter 3 illustrates the changes in retail, marketing and technology that shape contemporary consumption from 1970s onwards, emphasizing lifestyle consumption and introducing concepts such as subcultures, countercultures, cultural intermediaries and tribes. Then, the chapter moves to what could be seen as market forces influencing consumers’ behaviour: advertising, marketing, branding and credit. The chapter ends moving to technological and global changes impacting on several fields such as food, music, television and social media in the global north and south.
Although discussion about differences and interconnections between consumption in the global north and south are present across the entire book, the other two featured topics (inequalities and citizenship) are more concentrated on specific chapters. Chapters 4, 5 and 6 focus on inequalities. Chapter 4 looks at the relationship between consumption and inequalities, exploring classic arguments about the relevance of class and status and how despite changes in housing and public spaces, still shapes consumption. The final remark of the chapter rightly points out the need for exploring other sources of inequalities combined with class. And this is indeed what chapter 5 does. This chapter explores how the combination of gender, sexuality, race and religion intersects with consumption. Chapter 5 then explains how they work as categories of analysis and how they are objectified within consumer culture (e.g. through beauty industry) and presents the use of the concept of intersectionality in consumption studies.
Chapter 6 expands the focus of inequalities through the examination of the role of consumption during the life-course, starting with childhood when adults consume on behalf of children and moving to a later stage when consumption becomes relevant for socialization and identity formation. In the same line, during adolescence and youth, the author suggests that consumption is linked to subcultures as elements of cultural expression, but also relevant for youth seen as shoppers and early adopters of technologies. Today, delays in marriage and parenthood provide adults with the space and resources for self-improvement and leisure consumption. The chapter ends with a brief mention of older adults, a group rarely studied in consumption research, and briefly mentions the role of adults on health consumption and gender differences on advertising representation.
Chapters 7 and 8 review consumption and citizenship from two different points of view. Chapter 7 concentrates on tensions between consumers and government and the implications of consumers acting as citizens though actions in the marketplace, agencies and demanding their rights. Chapter 8 expands this idea considering the challenges consumer citizens face today and how old and new forms of consumption, such as ethical- and activism-related practices, can be used as means of protest. Among the highlighted consequences, chapters illustrate how consumption, under certain circumstances, can express common goals, encourage social change and create collective identities.
Chapter 9, the final chapter, summarizes key arguments and concludes about the striking power of consumption. In short, this book offers an in-depth synthesis of the sociological approach to consumption, successfully combining a good variety of schools of thought for an introductory level textbook.
To conclude, the volume is well-written and is enjoyable reading regardless reader’s familiarity with the topic. Finally, Sociology of Consumption. A Global Approach is a useful reference to acquire a basic grasp of current approaches to understand consumption in its different dimensions, and it has the potential of becoming an essential text in any under- or postgraduate course on consumption. Due to its particular emphasis in its global dimension, the volume can also be a useful resource for academic researchers interested in studying consumption in the global south.