Culture and Consumption II

Culture and Consumption II

Markets, Meaning, and Brand Management
Grant McCracken
Distribution: World
Publication date: 7/1/2005
Format: paper 240 pages, 15 b&w photos, 5 figures, 1 bibliog., 1 index
6.125 x 9.25
ISBN: 978-0-253-21761-5
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Description

A follow-up to Grant McCracken’s groundbreaking Culture and Consumption, this new book trades the usual platitudes about the consumer society for a more detailed, exacting anthropological treatment. Each section of the book pairs a brief essay with an academic article. The essay is designed for a quick, provocative glimpse of the topic; the article provides a deeper anthropological treatment. The book opens with a broadside against the now thoroughly conventionalized attack on the consumer culture. Essays follow on homes, cars, people, and social mobility; celebrities, consumerism, and self-invention; museums and the power of objects; the anthropology of advertising; and marketing, meaning management, and value. Like McCracken’s previous volume, this new book is an engaging, informative, and eye-opening foray into modern consumer culture.

Author Bio

Grant McCracken is a member of The MIT Laboratory for Branding Cultures and a visiting scholar at McGill University and author of several books, including Culture and Consumption (IUP, 1988), Big Hair, and Transformation.

Reviews

"This highly readable volume pairs informal essays with scholarly articles, all providing rich anthropological perspectives on the material elements of everyday life and how people build their identities, experiences, and relationships through them. . . . this collection of insights and arguments will serve general audiences, marketers, and students looking for fruitful ways of assessing consumer culture. Summing Up: Recommended. General readers; students, lower-division undergraduate and up; and professionals." —Choice , February 2006

". . . [McCracken's] freshness is as inspired and uplifting as it is novel.
Culture and Consumption II is a wonderful read." —Journal of Advertising Research

"Freakonomics, meet brandthropology. In this concise volume (a companion to his watershed 1998 effort) of articulate introspection and insightful ethnographic essays, the author exhorts anthropologists to take back their culture. . . . Culture and Consumption II is well suited for adoption as a supplementary text at any level in courses dealing with material culture or museology." —Museum Anthropology Review

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Table of Contents

Contents
Acknowledgments

I. Introduction
1. Living in the Material World
2. On Oprah
II. Homes
3. The Drew Bledsoe Paradox: The Mysterious Home Economics of Homo economicus
4. Homeyness: A Cultural Account of One Constellation of Consumer Goods and Meanings
III. Automobiles
5. Calling Grease
6. When Cars Could Fly: Raymond Loewy, John Kenneth Galbraith, and the 1954 Buick
IV. Celebrities
7. Marilyn Monroe, Inventor of Blondness
8. Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
V. Museums
9. The Strange Power of Uncle Meyer's Wallet
10. Culture and Culture at the Royal Ontario Museum: An Anthropological Approach to a Marketing Problem
VI. Advertising
11. Taking Madison Avenue by Storm
12. Advertising: Meaning versus Information
VII. Marketing
13. Sarah Zupko, Meet Mrs. Woolworth
14. Meaning-Management: An Anthropological Approach to the Creation of Value

Bibliography
Index