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Looking at Social Phenomena
After studying the content of this module. Select a social phenomenon or institution you would like to study. Select three sociological theorists mentioned in this module or find others in the virtual library. Create a table that will show how each of the theories selected would interpret your chosen institution or phenomenon.
Sample Answer
This table explores how three sociological theories – Functionalism, Conflict Theory, and Symbolic Interactionism – would interpret the rise of social media influencers and brand culture.
| Theory | Interpretation of Social Media Influencers and Brand Culture |
|---|---|
| Functionalism | * Social Integration: Influencers connect brands with consumers, fostering a sense of community and shared identity around specific products or trends. * Socialization: Influencers model behaviors and consumption patterns, influencing attitudes and purchases, especially among younger generations. * Adaptation: Brands adapt marketing strategies to leverage influencer culture, ensuring their continued relevance and survival in the digital age. |
| Conflict Theory | * Power and Inequality: A small group of influencers wield significant power over consumer choices and brand success. This concentrates wealth and influence in the hands of a few. * Cultural Hegemony: Brands manipulate audiences through influencers, promoting specific lifestyles and values that benefit corporations rather than consumers. * False Consciousness: Consumers become enchanted by the seemingly authentic lives of influencers, failing to recognize the commodification of their experiences. |
| Symbolic Interactionism | * Meaning-Making: Influencers and brands co-create meaning through their interactions. Influencers shape brand image, while brands provide influencers with a platform to express their identities. * Shared Meanings: Influencers foster a sense of shared understanding among their followers through the use of specific language, symbols, and trends. * Labeling: Influencers and brands label themselves and their products, shaping how consumers perceive them and interact with them. |
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