L4+Symbolism

Consumption Symbolism
As we saw, Motivation is a very complex, symbolic issue. Brands play an important role in the creation and exploitation of the symbolic charge of a product: Positioning- strong symbolic load in every product: what it is and what it seems to be/how it is seen.


 * Symbol:** an expressive "object" or mark that represents something else (for example traffic lights)
 * Meaning**: the interpretation of a symbol (same example: if it is red we don't cross the road)
 * Semiotics**: a study of signs and their meanings.

Symbols must be thought of as a product of a complex cultural, economic, social, situational environment. Meanings, habits, routines are created at every moment and people assimilate them almost unconsciously. This implies that the interpretation can modify and is depending on the individuals imagination. Nowadays products have functions and symbols. For example a motorcycle hasthe function of transportation and a symbolism that was refenreced in the class as a lifestyle.
 * Symbols, Meanings and Interpretations**

What we should pay attention at this moment is how much of this symbolism is manipulated – or managed, moved, shaped – by marketing and consumption practices. So symbolism in consumption makes marketing also sells symbols and not only the function of the product. There are several products with a very strong symbolic load. We can all recall brands that are viewed as a symbol themselves, immediately associated with certain meanings values – Harley Davidson, … Functionality vs Symbolism: Some of these go to the extreme of losing their functionality becoming solely symbolic icons for a set of values.

Elements .
 * Self concept:** Multi-dimensional construct that refers to an individual's perception of self in relation to any number of characteristics, it is how you see yourself; A complex of beliefs about one's own qualitites; expressing oneself
 * 1) Content (internal, external)
 * 2) Valence (positive, negative). Positive usually means you have an high self-esteem and a like who you are. Negative the opposite
 * 3) Stability (stable, dynamic). Stable means you have an ideia of who you are and do not change it while dynamic might significate you can be a insecure
 * 4) Self-esteem. Overall evaluation or appraisal of his or her own worth.

Relationships with people play a large part in forming the self. Essentially the consumer poses the question: "Who am I in this situation?" The answer to this question is greately influenced by those around us: "Who do other people think I am?" We tend to pattern our behaviour on the perceived expectations of others in a form of self-fulfilling prophecy. //By acting the way we assume others expect us to act, we may confirm these perceptions.//
 * Symbolic interactionism:** It is a major sociological perspective that places emphasis on micro-scale social interaction.

Since we are becoming a more individual society new cultures rise like:

A relatively new concept that regards people and their relationship to society. Takes the idea that each human life is unique, rather than a part of a group. Accepts the notion that the self is an object to be pampered. The self is divided into an inner, private self and an outer, public self.
 * The self culture**

A self-esteem process is influenced by a process where the consumer compares his/her actual standing on some attribute to some ideal. The ideal self is a person ‘s conception of how he or she would like to be, while the actual self refers to our more realistic appraisal of the qualities we have or lack. People with high self-esteem are more likely to take more risks and are more willing to be in the centre of attention. We construct the self for ourselves (personal, self-actualization) and for others (social, creating a social image or impression). In a way, each of us really is a number of different people. We have as any selves as we do different social roles. Depending on the situation, we act differently, use different products and services, and even vary in terms of how much we like ourselves. Many props and settings consumers use to define their social roles in a sense become part of their selves; those external objects that we consider a part of us comprise the extended self. They complete us (see symbolic self-completion theory below) The self-concept refers to the beliefs a person holds about his or her attributes, and how he or she evaluates these qualities. The self-concept is very complex; it is composed of many attributes (facial attractiveness, self-esteem, ...) and can be quite distorted, especially with regard to one's physical appearance.
 * Actual vs ideal self
 * Personal vs Social self
 * Multiple self
 * Extended self

We also have many different selves or, maybe better to say, different role identities. This is strongly connected to symbolic interactionism, as described above.

The looking-glass self is refered to as "taking the role of the other" and we are trying to "bounce" signals off others and project the impression they have of us. It means, that we are quite prone to self-fulfilling prophecies, since our interpretion of the "bounced off signals" of others may fail.

The symbolic self-completion theory states that people who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it. Adolescent boys may use 'macho' products like cars and cigarettes to bolster their developing masculinity: these items act as a 'social crutch' to be leaned on during a period of uncertainty about identity.

The self- image congruence models predict that products will be chosen when their attributes match some aspect of the self. These models assume a process of a cognitive matching between these attributes and the consumer's self-image.


 * The „History” of Human Identity**


 * In prehistoric times** people lived in smaller groups. They knew each other. They lived according to the rules of nature. The most important thing was for them ability to survive.
 * Later, in the Middle Ages**, people began to live in bigger societies. Societies were divided into social classes. It was almost impossible to change the social class. People didn’t have influence on which class they belonged to – it was a matter of birth.
 * Nowadays** people live in a big society. Everyday they meet many people. They don’t have time to know each other. They judge themselves by their appearance. They try to express themselves by products and brands.


 * Movement of meaning:**
 * marketers take something existing, something that's already there (rituals, beliefs, the black sheep [considered to be the "non-conform" one], ...)
 * then, they move an existing issue to a product (sheeps are connected with Harley Davidson)
 * then, consumers can move the meaning to their lives ("Do I want to be a black sheep as well?" -> "I can be a black sheep by buying Harley Davidson!"). However, some people move this meaning to their lives, some don't. To those, who don't move the meaning to their live, the ad doesn't mean that much.

//Who we are? / How we live? – What/How we buy. – “We’re buying a lifestyle”, “tell me what you buy, I’ll tell you who you are”. “We believe the machine you sit on can tell the world exactly where you stand.” – HarleyD.// Buying is becoming more and more the way people express their visions and positions in the world. The goods and services we get become an **extended identity** of our own selves. Shopping is now much more than satisfying needs, it is a way to define oneself, especially creating the **social, ideal image** we put on in society it defines our relationships with others and with ourselves.
 * Marketing Implication in Construction of the Self**

- “Cultural Engineering” - Movement of Meanings (McCracken): from the social/physical environment (culture) to products/services (brands). Marketers job is well the if consumers make the next step: associate this meanings to their own lives.
 * - Production/Management of Meaning?**

//“Persil – Dirt is Good”// Symbolic Strength of the Symbol "Child". They want people to relate to the message (and not to the product directly) – a change from the normal ads people are fed up of. The aim of campaigns like this is to make people to associate, more rationally and directly, with a positive message or value (not only for their own sake but also “to be seen” doing so, to create an ideal social image). Integration of the product and brand is left to a more emotional, indirect level with the product – This is
 * Online Discussion**
 * Symbolic Consumption** What are the risks associated with this “in between the lines”, subtle, surreptitious and emotional communication?