Spring, 2002
DR. RICHARD WILK
Anthropology E418/618
MW
Professor's Office: 130 Student
Building, phone 855-2555, email: WILKR
Office Hours: MW
Is the
whole world drinking Coke?
New freedoms or a new form of tyranny?
Is the world becoming one big McDonalds,
dominated by global brands, multinationals, and Hollywood media? Or is there a
resurgence of nationalism and fundamentalism that is creating new kinds of
local cultures founded in existing traditions? And is consumerism going to
eventually destroy the planet's ecology? This course looks at the phenomenon of
consumer culture in general, and then asks how that consumer culture has spread
around the world, and what effects it is having on all of us.
COURSE DESCRIPTION
The world is in the grip of unprecedented social and
cultural changes, as world trade in consumer goods begins a new phase of
expansion. Global communications media and cheap air travel have reduced the
costs of cross-cultural connections of all kinds, boosting television, tourism
and emigration to new levels. At the same time, following the collapse of the
Eastern Bloc, capitalism has become more pervasive, less nationally-limited and
more powerful all over the world. Global financial integration proceeds at a
furious pace, while commodity flows increase, and
countries become increasingly dependent on each other for food and basic
commodities.
Something important is happening, and we are only
beginning to understand what the effects will be on our lives and on the knots
of shared identity and practice that anthropologists have always called
"cultures." One important dimension of this global change is the
dramatic increase in the consumption of goods manufactured, designed and/or
marketed by firms based in
This course will take a critical look at global
consumerism as a practice and at the discourse (both popular and academic)
about consumerism. We will also read some current theory from transnational
studies, anthropology, sociology, history, and cultural studies that can
provide tools for evaluating and understanding consumerism. We will concentrate on approaches that seem
ethnographically fruitful, in other words, ways of thinking about consumption
that can be put into practice in the interpretation of actual case studies. We
are reading some history this semester, some political economy, and some
ethnography. Our goal is to forge some connections between the disparate
literatures in different disciplines. The basic questions are how people can
continue to construct viable cultural and personal worlds in a mass culture
that is so powerful, dynamic and anonymous? And what will be the environmental
impacts of 10 billion consumers in 50 years? Is there anything we can do about
it?
This is a reading and discussion seminar. We will read a
selected list of books and articles, and discuss them each week. You are
responsible for keeping up with the reading and coming to class meetings where
you will participate in the discussions. We will be keeping up a fast pace, so
don't fall behind. Mostly we will be
reading recent books.
In addition, you will participate in the seminar as a
discussion leader. There is a veritable flood of literature on globalization
and consumption right now, in anthropology and other disciplines. I have loads
of books and catalogs of more books, many of which look great, but it’s simply
too much! So I will ask undergraduates to read one book, and graduate students
to read two books, and then give a book review to the class. You should also
provide a written book review for each one. I would be happy to connect you
with the book review editors at anthropology journals, so you can actually
publish your reviews. Much of this stuff is so recent that it has not yet been
reviewed, and this would be a good addition to your resume! If you don’t want to publish in a journal,
all the reviews will also go on a webpage devoted to reviews in the
anthropology of consumer culture. Professors at
So expect me to break into a lecture from time to time,
and to bring in articles for discussion on a regular basis, but also expect to
put a good deal into your own contribution to the discussion.
Grading and Course Requirements
One quarter of your grade in the course will be based on my assessment of your class
participation, based on how well you keep up with the reading and contribute to
class discussion based upon it. I will from time to time ask each of you to
take the lead in class discussion, and I will grade you on your performance.
Graduate students will be expected to perform at a higher level than
undergraduates.
One quarter of your grade will be based on your book review(s).
Graduate students will write 1500-2000 word book reviews. I expect these to be
thoroughly polished, well formatted, professional-level publishable work. Go
read some book reviews in American Ethnologist if you want some good examples. Undergraduates will write 1200 word
reviews.
One half of your grade will be based on an independent research project of your
own.
Undergraduates will get a list of suggested topics, and will write 10-12 page papers. Graduate students will write a 15-20 page
paper which will require a greater depth of research. I will give you a handout
on the written assignment in the second week of class. If you are working on
your own field research design right now, I would be happy if you write
something furthering your project which relates directly to material
culture/consumption issues. I do not want this course
to extend into the summer, so you should have a VERY good reason if you want to
take an incomplete this semester. You must discuss this with me in advance.
Otherwise I will form the class into topical working
groups – each member of the group will be expected to write within that general
topic. You will each have a choice to do library or ethnographic research.
Within the working groups you will share theoretical sources and discuss each
others work – you will also give a group presentation at the end of the class.
You are encouraged to do video or graphic presentations.
Working
Groups
1. DECOMMODIFICATION AND AUTHENTICITY
2. BRANDS AND BRAND COMMUNITIES
3. BINGES AND ‘LETTING GO’
4. RELIGIOUS MATERIAL CULTURE
Required Texts: (All are available in bookstores
on and off campus.)
Course
article package – on reserve in the Geography Library in the
Korten, D. 1995 When Corporations Rule the World.
Kumarian.1887208011
Chin,
E. 2001 Purchasing Power.
Schor, J. and D. Holt 2001 The
Consumer Society Reader. New Press. 1565845986
Waters, M. 1995 Globalization.
Routledge. 0415105765
Slater, D. 1997 Consumer Culture and Modernity. Polity.
0745603041
Hansen, K. 2000 Salaula.
Miller, D. 2001 Car Cultures. Berg. 185973412X
Klein, N. 1999 No Logo. Picador. 0312271921
In past years I have used different books in this class
– I like to keep up with the latest work, but this does not mean that older
books are not important and useful. You are not required to read these
books, but you
will find them all rewarding.
Burke, T. 1997 Lifebuoy Men, Lux Women. Duke. 0822317621
Miller, D. 1998 A Theory of Shopping. Polity.
0745619460
Horowitz, D. 1992 The
Morality of Spending. Elephant. 0929587774
Durning, A. 1992 How Much Is Enough?
Norton. 039330891
Dominguez, J. V. Robin, J. Dominguez 1999. Your Money or Your Life. Penguin
0140286780
Ryan, J., A. Durning.1997 Stuff: The Secret Lives of Everyday Things.
Northwest Environment Watch. 1886093040
Tobin, J. (ed.) 1992 Re-Made in
Featherstone,
M. (ed.) 1990 Global Culture. Sage.
Walvin, J. 1997 Fruits of Empire. NYU.
Miller,
D. 1995 (ed.) Acknowledging Consumption. Routledge.
Miller,
D. 1997 Capitalism: An Ethnographic Approach.
Miller,
D. 1994 Modernity: An Ethnographic Approach. Berg.
Taussig, M. The Devil and Commodity
Fetishism in
Basch, L. et al. 1993 Nations Unbound.
Harwood.
Fiske, J. 1989 Understanding Popular Culture. Routledge.
McCracken,
G. 1988 Culture and Consumption.
O'Barr, W. 1994 Culture and the Ad. Westview.
Andrae, G & B. Beckman 1985 The Wheat
Trap. Zed.
Course Schedule and Text
Date Topic Read .
Jan
7 Course
Introduction ------
Jan
9-16 Globalization Waters: Globalization
Jan
21-28 Global
Political Economy Korten: When Corporations Rule
Jan
30-Feb 11 Theories
of Consumption Schor
and Holt: Reader
Feb
13-25 Consumption
and Modernity Slater:
Consumer Culture & Modernity
Feb
27 –March 6 Contemporary
Material Culture Miller: Car Cultures
March
18-27 Consumption
and Poverty at Home Chin:
Purchasing Power
April
1-3 Consumption and Global
Poverty Hansen: Salaula
April
8-10 Critical
Thinking about Consumption Klein:
No Logo
April
15-22 Book
Reviews
April
24-29 Research
symposium
Final Paper
DUE:
Disclaimers, stylistic
guidelines, legal advisories, etc:
You are responsible for keeping up with
the readings and for attending class regularly. Late assignments will be
accepted, but grades will be reduced. Incompletes are only given with good
reason, and if I am notified two weeks before the final exam date. You are not
allowed to copyright any of my class handouts or other materials, nor can you
publish them or use them in public presentations without my permission.
You are encouraged to discuss with
classmates and colleagues, and to collaborate in studying, reading, digesting,
and synthesizing class materials. I encourage you to form study groups
and/or reading discussion circles. BUT,
all written work you turn in must be your own individual work, unless you make
arrangements with me in advance for a co-authorship. Co-authored work gets one
grade which is shared by all authors.
Plagiarism is a serious breach of academic
ethics. Use full footnotes and references for all quoted or attributed
materials. Since we will be publishing class work on the web, we need to pay
careful attention to copyright restrictions on fair use. We also need to use a
uniform style for text and references:
·
American Anthropologist reference and bibliography style is
required for all class materials. This means in-line citations. Check out a
recent issue.
·
All materials should be in Times New Roman font, 12 point
type with 1-inch margins all around.
·
Any files submitted must be in either Microsoft Word or
WordPerfect Windows or DOS formats, or in HTML. Turn off all hyphenation. Try
to use as little italic and bold or underline style as possible, and avoid
table formats unless required. Spell check and virus check everything.
I am always available for consultation and
discussion in my office. Please don't
wait until the last minute to discuss problems, readings, or issues with me! I
am always very busy, but I will always make time to talk about something.
Email is often the best way to ask me
brief questions, to check on assignments, or make short comments. If you miss
class, contact me by email to find out if you have been assigned some
discussion for the next week. I will make up a class mailing list early in the
semester and will use it constantly to send you messages about current events,
bibliographies, assignments, and course readings. I will be happy to forward
messages from class members to the entire group; lets
use this resource as much as possible.