City Road: Social Inequalities

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For the purpose of this essay inequality refers to the unequal distribution of valued social resources. Social scientists have linked social inequalities to consumerism and its role in the formation of individual identities. This essay will describe some of the inequalities seen on City Road and how they can be linked to a consumer society. As Lloyd Robson takes us through his social and scientific journey down City Road several inequalities can be observed. One of the first businesses he enters is that of Colin Buttwell, the Autotrader. Colin’s shop seems to be showing signs of anxiety due to bigger stores opening up nearby and also a decrease in profit, which is a result of fewer customers. Although Colin could do more to attract new…show more content…
Janet, Symmons, the owner, only sells African products. Whilst she is trying to eradicate an inequality by giving African women a choice of alternative products in an English market, thus reinforcing their original identities, she is, in fact, creating an inequality by excluding other non-African consumers. This could leave those who are not of her particular culture feeling marginalized. Her sole use of African products could create an invisible barrier between her and other ethnicities that might not be able to identify with her shop. Janet is not trying to connect different cultures, unlike Mr. Suarez from the Taste Buds Café, who uses differentiation in his food to accommodate and merge different cultures; “I tried to introduced some Spanish food because I‘m Spanish, Italian, Greek and of course the traditional breakfast and roast dinners with all the roast dinners and Sunday lunches and everything. But we sell pastas as well and moussakas and curries.” (‘Making social lives on City Road’, 2009, scene 3) Mr. Suarez has created a melting pot of communities in a safe, welcoming, non-exclusive environment. From these examples, the inequality lies within the fact that, through consumerism, Janet’s shop causes a division between any cultures apart from her own; she reconsolidates some identities whilst marginalizing…show more content…
Much like Xquisite Africa, it offers an array of merchandise for a specific ethnic minority in the area. Again, a lot of the people who shop on City Road do not require the specific, culture based products Sanna Silk sells, which could leave them feeling ostracized. There is also a supplementary inequality regarding wealth. From the examples shown in the DVD, Sanna Silk’s prices are prohibitive to some. During the interview the family are quite happy to discuss their wealth and seem to encourage the interviewer to ask about the costly products they sell “Do you see how much one costs or? …About £3,000.” (Making social lives on City Road’, 2009, scene 6). By their eagerness to talk about their modest wealth in conjunction to the doorbell they use to decide who can even access their shop (creating a physical barrier), some people may feel discriminated or intimidated. Comparing this with the attitude of Jane Symmons from Xquisite Africa, whose intention was just to help people of her culture feel at home, perhaps there seems to be a lack of altruism. The inequality is encouraged by the retailers choice not to cater for the general public as a whole; only selling products for people who consider their identities to be that of an Asian descent, but also by its ‘lack of trust’ in society; shown through the doorbell, which could be linked to a sentiment of

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