Culture and Consumption

The consumption of low-income population has intensified in recent years and the
participation of this group of consumers in the market has not been limited to the category of
simple and essential products. The choice of forms of payment more affordable, such as credit
cards, with their installment options, provided access to products and services once available
only to the wealthier classes, such as travel, technology devices such as cell phones and
computers, and especially cars. Thus, some authors have embraced the view that the limits of
the base of the social pyramid, were no longer sufficient to define the group of buyers
entering more strongly in the market of consumer goods and services, thereby, other
denominations and contours social were assigned to these individuals, as the characterization
of “emerging middle class”. Thus, guided by the questions: what are the main meanings
associated with the shopping experience of the first car? What logical of consumption of this
group of consumers of Teresina can be identified from their actions in the car market? This
study sought to identify and understand meanings and practices built in the consumption
process of the car first in a group of consumers of Teresina. A qualitative, exploratory
research, supported in the interpretive paradigm and the field of Consumer Culture Theory
(CCT), which used as a data collection instrument a script semi structured interviews, indepth
interviews were conducted with 18 consumers in the emerging middle class of Teresina.
To analyze the speeches of the subjects adopted the methodology proposed Spiggle (1994),thus, all interviews were read several times in the search for convergent and divergent aspects
that allow the formulation of analytical categories. Subsequently, the categories found were
compared with the existing theoretical framework on the theme to validate the findings and
allow later, the formulation of theories. Interpretation of the reports suggests that this group of
consumers start their experience in the car market from meanings and practices associated
with utilitarian aspects of this category of products that differ from those indicated in other
studies that were focused on higher-income consumers. Thus, the reports do not highlighted
the symbolic and subjective values that appear as the most important in the literature. The
findings of this exploratory study speak of freedom, comfort and achievement associated with
urban mobility differing thus in its construction, those symbolic meanings found in other
studies on car consumer behavior.

The
purpose
of
this
theoretical
essay
is
to
explore
the
presence
of
ritual
studies
in
the
field
of
consumer
behavior,
emphasizing
its
contribution
to
Brazilian
consumer
researches
hat
carry
cultural,
symbolic
and
collective
dimensions.
Firstly,
it
historically
positions
consumer
behavior
as
a
field
of
study,
highlighting
the
deriving
comprehension
of
themes
previously
not
encompassed
in
the
domain,
such
as
consumption
rituals.
Moreover,
it
discusses
the
ritual
concept
exposed
by
different
authors
in
the
area
of
consumer
research
and
also
its
accommodation
in
the
Consumer
Culture
Theory
(CCT).
Lastly,
the
essay
covers
ritual
studies
in
Brazil,
particularly
from
the
business
field,
and
argues
for
a
greater
recognition
of
the
subject
matter
to
better
understand
Brazilian
consumer
society.

"Objective: An empirical research is presented that focuses on music acquisition patterns among students in a major urban centre (Thessaloniki, Greece). Main objective of this study is to test whether there is any relation between the use of various music distribution channels on the one hand, and music preferences, social values, and demographic factors, on the other.

Methods: 456 students from the three institutes for higher education in the city were asked to indicate the frequency of use of various music distribution channels. Respondents were also asked to indicate their preferences for 24 musical genres and the importance of 24 values in their personal lives. Standard demographic data were also collected (gender, education and occupations of parents, geographical origin, annual family income) and a scale of socioeconomic status was constructed. The ratio of the use of each channel to the total use of all music distribution channels by each respondent was then calculated to obtain the music acquisition patterns. In addition, channels were grouped in formal and informal as well as in free and pay channels.

To explore the relation between the patterns of distribution channel use on the one hand, and the education of parents, the geographical origin, the socioeconomic status and the annual family income, on the other, one-way analyses of variance were conducted. Independent-samples T-tests were also employed to detect differences between males and females on the patterns of music acquisition. Finally, hierarchical multiple regression analyses were carried out to explore whether music preferences and social values may predict the patterns of music acquisition.

Findings: Music preferences, gender, and cultural background, are better predictors for the patterns of music acquisition compared to social values, geographical origin, family income and socioeconomic status. Findings contradict the rhetoric of the (major) recording industry that employs a simplistic representation of the users of informal and free distribution channels, ascribing exclusively negative instrumental values to them.

The literature review revealed that the major paradigms used in the sociology of music and in sociology of the arts to interpret patterns of cultural consumption (homology theory, omnivorousness hypothesis, the scenes perspective) do not get into the details and particularities of the ways in which the various forms of cultural capital are objectified. A theoretically significant outcome of this research is the indication that in the case of music - unlike preferences - the acquisition patterns do not correlate with the lifestyles of any particular strata. This finding - if confirmed by further research - might contribute to the improvement and refinement of the theory and to a better understanding of the functions of the arts in contemporary societies.

One conclusion is that further research needs to be done to understand better the ways in which music acquisition patterns are constructed and examine whether they constitute forms of symbolic resistance or conformity, disdain of the artistic activities or awareness of their speculative uses in the market. A better understanding of these patterns may shed some light to cultural practices in everyday life and finally to contribute to a more efficient and productive policy than repression.

The findings rather support the argument that perhaps it would be more fruitful and beneficial for the recording industry (and its audiences) to invest in serious research for alternative policies rather than in litigation of questionable efficiency in defense of an outdated policy that ignores the complexities of cultural consumption. This might improve its public image as well, as it is the only industry fighting its own consumers."