大众文学

• The department store • The supermarket
• 19th century • leisured, middle-class • engender desire • feminine and
fashionable
• 20th century • self-service,standard
products • meet necessity • massive and
materialistic
Even cat!!!
Blue Jeans
• work leisure • populist sentiments: democracy,
independence ,equality,freedom and fraternity
the changed image of consumer
• No longer a fool • "Ceasing to be seen as passive, exploited,
and dim,the consumer has ceased to be as female. "
• （网络心理学：互联网的女性主义特征）
consumer culture
The Haunted Superstore
IKEA
•the delimma of shopping
Supermarket
•two sorts of shoppers •the changed image of consumer
The department store and the Supermarkert
• The second shopper: susceptible to all the attractions of the place
• Both, when in a particular frame of mind, become the other one.
• We believe, not what it is, but what we want to believe.
•
Conspicuous Poverty
•
The popularity of worn jeans
democratizing
de-democratizing
•
Labeling
• designer jeanBiblioteka Baidu Ornamentation
•
Eroticization
•
Status Ploy
• avoiding a certain inner imbalance • gratifying of our vanity • inclining to display • filling our inner void
Two shoppers
• The first shopper: take only what she wants
----From Wikipedia, the free encyclopedia
Elite vs.Populist Status Markers
• blue jeans, base-line • (classlessness)
taste, ddistinction (hierarchy)
•
balance
• A supporter of Populism, a political philosophy urging social and
political system change that favors "the people" over "the elites", or favors the common people over the rich and wealthy business owners.
•their differences
IKEA
• We enjoy, we go shopping;
• We go, we are imposed.
• We are affective, easily controlled by our desire.
Fulfillment of our desire: