Outline the Claim That Consumption Creates New Social Divisions.

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Outline the claim that consumption creates new social divides. ‘Consumption’ refers to the buying of goods and services. In a broader sense, a consumer society is one in which the buying and selling of these goods and services has become the most important social and economic activity. Consumption is shopping for groceries, going to the cinema or buying a new house. The scale of consumerism has grown rapidly in the UK in the last century, and as such social scientists are always trying to examine the reasons for and implications of this. In this essay I will explore some of the many ways in which consumption has created social divides. These divides range from the differences between rich and poor household disposable income spending to the plight of small business owners struggling to compete with supermarket giants. I will examine what divides are being created and whether they are always a negative thing. Social scientist Zygmunt Bauman (1988) claimed that consumers can be defined as either seduced or repressed. Bauman cited in Heatherington, K. (2009). Seduced consumers are those who have disposable household income available to be spent on non-essential and even luxury items, and those who support the system of a free consumer market for its ability to allow individuals to express themselves by their spending, feel included in society and for the extensive choice a free market provides. The repressed consumers are those who are unable to benefit from this choice because of economic, physical or social restraints. For example, a person who is disabled and rarely able to leave the house or someone with no income left after essential purchases are of less value to retailers who will target the ‘seduced’ individuals with spending power first. As a result, ‘repressed’ consumers can feel disenfranchised and isolated in a society they cannot fully participate in,
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