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To what extent can we blame advertising for an anxious ?social self? which constantly
scrutinises its own appearance and behaviour and that of others? ...
... He was estimating her, and the extent of the impression he had made. ... 'But we
needn't let Clifford know, need we?' she pleaded. ... 'I don't think I can stand that ...
Submitted by stargazer2 on January 14, 2007
Category: Miscellaneous
Words: 2540 | Pages: 11
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Consuming Behaviour
“To what extent can we blame advertising for an anxious ‘social self’ which constantly scrutinises its own appearance and behaviour and that of others?”
Introduction:
The question posed opens up three main avenues which must be explored in order to deal with the topic in an appropriate manner. These areas are self-concept in particular the social self, consumption and advertising. In the first part of this essay I will discuss these three main areas and their relationships with each other. Having done this I will then hopefully come to a clear and concise conclusion as to the effects advertising has on the social self.
Self-Concept and the social self:
Self – concept can be broadly defined as the view we have of ourselves. There are many sub-categories of the self-concept (e.g. the actual self, ideal self) one of these being the social self which is the primary concern of this assignment.
There has been a considerable amount of research carried out around the idea of the social self emanating from about 1960’s onwards, this research has mainly been in the search for a better understanding on the subject of consumer behaviour and hence consumption. It is clear that the two areas have a coupled existence in that “the available knowledge strongly supports the role of the self-concept as a partial determinant of human behaviour” (Grubb, 1967). This human behaviour which derives from the social self expresses itself through consumption.
Rosenberg (1979) cited in Sirgy (1980) describes how “self concept denotes the totality of the individuals thoughts and feelings having reference to himself as an object”. It would seem then, that the social self has not got much to do with how we feel about ourselves but mainly how we consider others feel about us, in a sense just an inner view of the perceived (by others) outer self. Mowen...
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