The study of sociology has been significant to many sociological scholars. Sociology has proven as an indispensable tool in providing not only the scholars, but also the entire community with a different point of view on crucial matters (Baudrillard, 1998). Sociology provides an insight for a deeper understanding of societal organization hence compels individuals to be more critical of their own challenges and even beyond.
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Through subjecting major social issues within the society to a rigor of scrutiny, sociologists devise major remedies to sociological problems prevalent within the society, and hence gain accomplishment of them all (Baudrillard, 1998). This paper therefore provides an insight on the summary of the major issues addressed in the reading chapters 14 and 15 of “The consumer society” by Baudrillard. In addition, the paper also covers the article’s contribution in the general analysis of various sociological topics of relevance to the reading.
The reading chapters 14 and 15, introduce not only the learners, but also the general readers with an interest in sociology to the major sociological lexicon. In addition to the sociological lexicon, the reading chapters offer a wide spectrum of theoretical frameworks, which further facilitate understanding of how different societal changes occur and how individuals respond to these challenges other than react to them. The chapters similarly instill into the learners a culture of competence through the use of the sociological imagination (Baudrillard, 1998). Sociological imagination therefore provides a fertile ground for where the learners are expected to acquire adequate skills requisite for better consumption of information.
A number of ideas pertaining to major issues of concern in the consumption of various products or services are covered in the reading chapters 14 and 15. The consumption of material goods forms one of the major features of a consumer society. This however, raises a question of concern to the sociological scholars, where they attempt to establish knowledge of what would be wrong with the entire consumer society.
A paramount characteristic of many consumers is that they lay their entire sustenance on the consumption of material goods. Based on this theory therefore, many consumer societies who do not rely fully on the consumption of material goods are undervalued (Baudrillard, 1998).
One of the greatest criticisms raised against the consumer society is the most pervasive and regularly rising dissatisfaction. The paradox associated with the increasing consumption is also highlighted as a concern among the consumer society. In addition, further criticisms against the consumer society is an ambivalent concern that is predicted by other sociological scholars. The sociological scholars predict a future trend which would be epitomized by an abundance of biases observed towards private consumption as opposed to the public consumption (Baudrillard, 1998).
Further clarifications on the existence of biases towards the private consumption, attribute the situation to two major causes. On one side, the biases are a consequence of the significance of the social comparison. On the other hand, lack of markets between the process of production and consumption leads to development of biases. The two phenomena therefore have been put forward by sociological scholars as among the shortcomings experienced among the consumer society.
The article presents itself as well written work, offering a wide spectrum of ideas to both the learners and the general readers. The article uses a simple and concise language that proves easy to comprehend by many categories of users. The effectiveness of message acquisition by the readers such as the learners and other sociological scholars is much more reliable (Baudrillard, 1998). For instance, the article makes use of citations within the text.
This provides emphasis, and hence, show the validity of information presented. Further efforts to improve the effectiveness of the article may entail the inclusion of more case studies drawn from both the past experiences as well as the contemporary cases. Case studies often bring an environment of reality to the readers hence facilitate understanding of most concepts presented (Baudrillard, 1998). The importance of case studies would further be recognized when the scholars devise remedial plans to any challenge addressed in the article. Such challenges include the those that affect the consumer society in the entire process of consumption of both private and public products (Baudrillard, 1998).
Through a rigor of scrutiny and critical reading, the article exhibits no biases. The author exemplifies fairness in the expression of the major issues concerning the entire consumer society (Baudrillard, 1998).
This is because the article addresses the shortcomings of the consumer theory, their causes and possible remedies without fear or favor of the any associated parties. For instance, the article pinpoints the oppressive approach of the government on various choices made by the consumer society. The constant dissatisfaction of the consumers with various commodities within the markets is also outlined as one of the major challenges facing the consumer society (Baudrillard, 1998).
Based on a critical reading of the article, I therefore take a stand in agreement that the consumer society face a number of challenges. However, some of the challenges faced by the consumers are as a consequence of their own attitudes. Self generated shortcomings are inclusive of their attitudes towards certain products and manufacturers. The attitude therefore increases the perpetual dissatisfaction among the consumer society (Baudrillard, 1998). The oppressive approach of the government in product consumption matters, restrains the consumers’ choice, taste and preference.
As a wrap up therefore, the article presents a wide variety of ideas that bear much understanding of the topic. The role of the consumer society in the entire process of commodity production and consumption is highlighted at length. Deeper sociological concepts are highlighted to facilitate a general understanding of the sociological theories.
Baudrillard, J. (1998). The consumer society: Myths and structures. San Jose, CA: Sage Publications Limited.