1. www.handels.gu.se PhD Cecilia Solér, cecilia.soler@handels.gu.sececilia.soler@handels.gu.se PhD Johan Hagberg, johan.hagberg@handels.gu.sejohan.hagberg@handels.gu.se PhD Lena Hansson. lena.hansson@cfk.gu.selena.hansson@cfk.gu.se Consumption and Markets 2015-10-08Externa relationer

2. www.handels.gu.se Introduction The social construction of markets as scientific perspective Intended learning outcomes Literature Examination (take homeexam and research project) Plagiarism Student representatives Course evaluation Group formation 2015-10-08Externa relationer

3. www.handels.gu.se The social construction of consumption and markets as scientific perspective Consumption and markets are socially construed phenomenon, i.e. consumption and markets are created (and constantly re-created) by ideas, norms, material objects and market actors. The view on markets and consumption as socially constructed dominate postmodern consumer and market research. This scientific perspective differs from; -a functional, individual and rational view on consumption represented by ”consumers as problem-solvers”, ”the information processing perspective” and, - a view on the market as spontaneous and self-organized exchange. 2015-10-08Externa relationer

4. www.handels.gu.se Social construction of consumption and markets - vocabulary Construction – meaning that what we consume and the markets that exist are man-made, i. e. mentally construed by humans (in a social context). Re-construction – meaning that this making of markets and consumption objects is a process that constantly change and evolve. Enactment – meaning that we as humans react and act on the basis of how we perceive and interpret the world.  example: the consumer perceive clothes to be crucial to social identity and thus form the criteria for buying clothes on perception of social identity. Performativity – theories about consumers and markets are performative as these theories become templates (pre-defined categories) and thus affects how markets work. 2015-10-08Externa relationer

5. www.handels.gu.se2015-10-08Externa relationer Consumer Culture Theory Consumption & Practice Theory Market studies /ANT FocusCultural explanations- consumption focus Practice related explanations - consumption focus Practice related explanations - market focus ConceptsSymbols primarily connected to identity and self Practices (the doings of consumers) and objects interact. Performativity Translation Practices Agents Exchange Objects of study Meanings -cultural level -individual level Material Meaning Competence Market practices Market devices

6. www.handels.gu.se Intended learning outcomes Upon completion of the course the student will be able to; 1. Account for theories about the role of consumption in society, theories within the areas of consumer culture, consumption and practice theory and actor-network theory, and produce a written report. 2. Describe the relation between the social construction of markets and the marketing discipline, and produce a written report. 3. Apply relevant theories to a case study, produce a written report, an oral presentation and an opposition. 2015-10-08Externa relationer

7. www.handels.gu.se Literature Gabriel Y & Lang T, (2006), The Unmanageable Consumer, SAGE Publications, ISBN 1-4129-1893-6. Araujo, Finch & Kjellberg ( 2010), Reconnecting Marketing to Markets, Oxford University Press, ISBN 978-0-19-957807-8. Electronic articles 2015-10-08Externa relationer

8. www.handels.gu.se Examination Individual take home exam (60 points) The take home exam consists of writing two essays. The take home exam the ability to use a scientific approach to questions and problems by deriving conclusions that can be defended by logical reasoning and reference to existing theory. Examination of intended learning outcome 1 and 2. Research project (40 points) The task is to analyze a market from a social construction perspective. Examination of intended learning outcome 3. 2015-10-08Externa relationer

9. www.handels.gu.se Plagiarism is not allowed Plagiarism is when you use someone else’s work without acknowledging the author’s name or the source of information. Plagiarism is taken seriously and is considered a breach of academic integrity. Cases of plagiarism may, at their worst, result in suspension from your studies. It is of great importance that you, as a student, know how to avoid plagiarism in academic writing. 2015-10-08Externa relationer

10. www.handels.gu.se Student representative Student representatives from all courses as part of the quality assurance schemes. Two meetings with Lena Hansson 2015-10-08Externa relationer

11. www.handels.gu.se Research project group formation 5 persons in each group One contact person in each group Fill in the group list with telephone and e-mail for each person The list will be posted on the course website and on the noticeboard on the fifth floor. What is you level of ambition? Lena Hansson, lena.hansson@cfk.gu.se is responsible for research project groups. Please contact her via e-mail if needed.lena.hansson@cfk.gu.se 2015-10-08Externa relationer