In Which Ways Does Cultural Consumption Actively Influence Social Stratification & Social Mobility and How Can Marketing Strategies Benefit from Understanding This Connection?

Kjær, Max Alexander Illum

4. term

Culture, Communication and Globalization, Master

2022

2022-01-23

55

Dette projekt undersøger social klasse, social stratifikation (hvordan samfundet er lagdelt) og social mobilitet (hvordan mennesker bevæger sig mellem lagene). Disse idéer er blevet udviklet af klassiske tænkere som Karl Marx og Pierre Bourdieu og af nyere forskere som John Goldthorpe og Jordan Peterson. Mange forhold former det sociale hierarki, herunder socioøkonomisk position, race, kultur, køn og politisk identitet. På trods af denne lange tradition er der begrænset fokus på, hvordan disse begreber anvendes i praksis i markedsføring, især i forhold til kulturelle forbrugere (mennesker, der køber eller engagerer sig i kulturelle produkter og oplevelser). Projektet undersøger, hvordan markedsføringsstrategier afspejler og målretter forskellige sociale lag. Det identificerer måder, hvorpå kampagner tilpasses bestemte grupper, og foreslår praktiske måder, som virksomheder kan bruge viden om sociale lag til at skabe mere relevante og effektive markedsføringsindsatser.

This project examines social class, social stratification (how society is layered), and social mobility (how people move between layers). These ideas have been developed by classic thinkers like Karl Marx and Pierre Bourdieu and by more recent scholars such as John Goldthorpe and Jordan Peterson. Many factors shape social hierarchies, including socioeconomic position, race, culture, gender, and political identity. Despite this long tradition, there is limited attention to how these concepts are applied in real-world marketing, especially when addressing cultural consumers (people who buy or engage with cultural products and experiences). The project explores how marketing strategies reflect and target different social strata, identifies how campaigns are tailored to distinct groups, and proposes practical ways companies can use awareness of social stratification to design more relevant and effective marketing.

[This abstract was generated with the help of AI]

Social Hierarchy ; Marketing Strategy ; Cultural Consumption ; Social Stratification ; Social Mobility ; Cultural Capital

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