留学生作业Drawing on at least two theoretical perspectives on the process of consumption, discuss the nature and implications of the role of goods in the mediation of social relations
Question 1: Nature and Implications of the Role of Goods in the Mediation of Social Relations
As the economy develops, the social relations between individuals are becoming closer and closer than ever before. In the commodity economy era, this is more obvious. The relationship between individuals is becoming more and more complex (Barnes, J.G., 1994). What is more, as
the mediation of social relations, the goods are playing an important role in influencing the relation between social individuals and social ties. This topic has become a heated debate nowadays since it’s quite meaningful and practical. The research on the commodities’ role in the mediation of social relations is of great importance, it cannot only the functions of commodities economy but also changes of social relations in the commodities economy era. Therefore, this report is going to firstly introduce theoretical perspectives in relating to consumption process such as consumer behaviour theory and relationship marketing theories in order to explore the natures and implications of the role of goods in the mediation of social relations. Then the report will mainly focus on the discussion and analyzing of the nature and implications of the role of goods in the mediation of social relations with reference to the theoretical perspectives introduced. Generally speaking, the discussion will be conducted around two aspects, in the first place, the role of goods in strengthening the social relations will be discussed and analyzed, in the second place, the role of goods in weakening the social relations will be discussed and analyzed. What is more, during the discussion and analysis, the nature and implications of goods’ role in the mediation of social relations will be especially paid attention to.
2. Theoretical perspectives
2.1 Consumer Behaviour theories
Consumption behaviour can be defined as all kinds of actions that taken by consumers in order to get, use or handle consumables, at the same time the decision-making process that ahead of and determine these actions (Amber, M. E., Linda, L., 2008).
Theories about consumer behaviour dates back to the 19th century. Simmel Georg was the first theorist that pointed out there are unrelated consumption behaviours in society Emile Durkheim further developed the criticize on http://www.dxlws.com/liuxueshengzuoye/ consumers, he stated in his theory that the moral basis of a society would be destroyed if consumers are allowed to pursue their endless appetite. Thorstein B Veblen was a great sociologist, 留学生作业many social theories date from him. In his theories on consumer behaviour, he considered that consumptions are motivated by social competition and comparison with others. In his opinion, people’s consumption is a new way to acquire social status, which can supply them with higher status by competing and comparing with richer and more powerful people in the society