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Lecturer(s)
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Zahrádka Pavel, doc. Mgr. Ph.D.
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Course content
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1st Introductory lesson 2nd The emergence of consumer culture 3rd Theory of Consumer Culture 4th Consumer culture and social distinctions 5th Critique of Consumer Culture 6th New trends in consumer behavior research 7th Sociology Ads 8th Culture and Marketing 9th Consumer culture and communication (lecture as Visiting Professor) 10th Projection 11th Final discussion
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Learning activities and teaching methods
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Monologic Lecture(Interpretation, Training), Dialogic Lecture (Discussion, Dialog, Brainstorming)
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Learning outcomes
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The seminar is devoted to the interpretation and critical analysis of contemporary theories of consumer culture and other related topics (aesthetics consumer culture, new trends in research, consumer behavior, consumption and social distinctions, sociology, advertising, marketing and culture, a critique of consumer culture). The aim of the seminar is to provide them with the essential insights into selected topics and issues and create spaces to discuss literature read. During the seminar we will work with the knowledge, practices and theories of various bodies responsible humanities and social sciences such as sociology, psychology, philosophy, semiotics, anthropology, economics, marketing communications. Seminars are also involved foreign experts dealing with the relationship of communication and consumer products. The focus of the seminar will consist of discussion and interpretation of Czech and English read professional texts.
Students will gain orientation in traditional and contemporary theories of consumer behavior as a factor of social distinction and identity formation; they will get acquainted with traditional normative and liberal criticism on consumerism; they will learn how to interpret results of sociological surveys related to cultural consumption; they will learn how to do research on consumption as cultural phenomenon in interdisciplinary way.
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Prerequisites
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Prerequisite for participation in the seminar is therefore a passive knowledge of English.
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Assessment methods and criteria
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Seminar Work
Activity in seminar discussions, presentation of selected research, final seminar essay.
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Recommended literature
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Barthes, R. Mytologie (Mýtus dnes). Praha: Dokořán, 2004.
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Bauman, Z. Work, Consumerism and the New Poor. Buckingham: Open University Press, 1998.
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Corrigan, P. The Sociology of Consumption. London: SAGE, 2006.
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Klein, N. Bez loga. Praha: Argo, 2005.
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Kohák, E. (1993). Člověk, dobro a zlo. O smyslu života v zrcadle dějin (kapitoly z dějin morální filozofie). Praha: Ježek.
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Ritzer, G. (1996). Mcdonaldizace společnosti. Praha: Academia, 2003.. Praha: Academia.
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Schudson, M. Advertising, The Uneasy Persuation. New York: Basic Books, 1984.
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Wernick, A. Promotional Culture. London: SAGE, 1991.
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