This paper reviews Grant McCracken's "Culture and Consumption II: Markets, Meaning and Management", especially his analysis of consumerism and meaning.
Written in 2008; 2,145 words; 1 sources; MLA; $ 67.95
Paper Summary:
This paper explains the key point that Grant McCracken makes in his book "Culture and Consumption" is that consumerism is a way of creating meaning. The author praises McCracken for pointing out the important role that consumerism can play in creating meaning, to the point of even helping people to define who they are. The paper concludes that this book is very unusual because (1) it has an unusual layout and "architecture", which renders it more accessible, (2) it tackles head-on the ubiquitous intellectual snobbery that belittles consumerism and consumers and (3) it opens up new ways to look at history and contemporary culture, which enables the reader to see meanings that were otherwise invisible. The paper includes some long quotations.
From the Paper:
"Later, taking an entirely different but certainly related tack, McCracken comments on the concept of meaning-creation within the context of advertising - or more specifically, celebrity endorsement. He notes that there are two accepted, related and oft-used explanatory models for the success of celebrity endorsement in promoting products. One is that of source-credibility, and the other is that of source-attractiveness. As an example, we would believe Tiger Woods if he endorsed a certain brand of golf clubs, as we believe he knows what he is talking about - he has source-credibility."
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