Shannon Hardy Shopping - Social and Cultural Perspectives, Jenny Shaw.

Shaw describes how the class system is instilled or inscribed into shopping. One way is through the separation of stores and products depending on the class of the customers. Shops in a working class area will naturally have working class customers, and those in middle class area will have middle class customers. Further to this some shops have become affiliated with certain classes. Betting shops, pie shop, and the pound shop all conjure a working-class image, whereas some shops such as those that hold the royal crest, are seen as middle class. It is also an important point that because of this separation, these shops may begin to feel intimidating to the working-class who may think twice before entering. The shop that is used to illustrate this point is the army and navy store, which was long only used by the higher ranks of the army and navy, and so the lower ranks stayed away and looked after themselves. To increase the effect of this class difference, the products in the shops are also separated onto separate floors; for instance, the more expensive products on higher floors, and the less expensive on lower floors and housing appliances and bargains in the basement. Shaw also goes onto explain how the class system has changed through time. This is due to a number of factors such as social, economic, political and global changes. These have led to a decline in manual workers, more women working and increased higher education, which resulted in a growth in middle class and a decrease in the working class. Further to this Shaw describes how this has affected the relationship between classes, saying it is no longer marked by arrogance. Rather it has moved into two different strategies. The first exclusionary followed by the privileged who want to remain in the elite. They display this through acts of snobbery such as making it difficult to achieve and understand taste. The other system in

Shannon Hardy showing class difference is the usurpatory strategy, used by aspiring classes to join the privileged. They do this through marrying into the elite families or by achieving higher through their own merit. However one issue outlined with implementing these strategies is the boundary problem; it can often be difficult to tell someones class through how they dress, stereotypes have changed, and it is important not to offend people by mistaking their class. One important example Shaw mentions when discussing class differences is the idea of basket snobbery. When looking at each others baskets the idea is not to judge each other, but this activity automatically results in some criticism of the other individual. This is because we compare and contrast each others baskets and by extension lifestyles, using ourselves as the standard to achieve. Basket snobbery has two distinct result; middle-class shoppers may feel uncomfortable but will view the lookers as rude and sense a feeling of superiority. Whilst working-class shoppers may feel a sense of judgement and unease as the result of looking poor. These feelings result from people not wanting to be looked at and put into a group or class rather than as be seen as an individual. Shaw also considers the idea of how appearance links to the peoples interpretation of them, the looks they receive and how they are addressed. Looks are an essential part of human relationships and the capacity to understand and interpret these looks is critical to human evolutionary success. Looks, importantly how people see us and how we think they do, leads to our opinion of ourselves. This is because of human internalization, imaging how we are being seen, which we often begin to believe about ourselves. This idea is seen in many ways, for example whether a shopper is addressed as madam/sir often relies on how they are dressed. It is also seen by the performance shoppers put on when they are doing class, such as keeping an

Shannon Hardy object at eye level to ensure everyone knows that while they may be working class they are not a thief. However an important example is used to show how appearances are not always what they seem, the shoplifter in the television programme cutting edge was middle class and looked just like the viewers. Marks and Spencers is used by Shaw as an example of how a store can alter itself to appeal to a number of different classes by understanding how these classes use it. For the middle class, Marks and Spencers can in one way be seen as a middle class badge. However many middle class just expect it and see it as everyday therefore feeling free to abuse it. The working class on the other hand may use it to heal old hidden injuries from basket snobbery, as it is seen as a step up towards middle class. On the other hand some working class are more cautious and fearful of it. M and S appeals to different social groups in two main ways. First of all through their your M and S campaign which makes them appear all things to all people and secondly through their separation of cheaper items and more expensive items which appeal to different classes. This results in a clear fit between person and place. Shaws concept that appearance links to peoples interpretation of us is seen clearly in the work place through how different classes and appearances are treated. Different social groups often have different opportunities within the workplace. Middle classes and upper classes often experience better promotion opportunities, may be because of who they know. This may also be because of how they are seen: respectable, professional and already to some degree successful. Appearance is very influential on employment opportunities. Not only does being well-dressed enhance the idea of professionalism and successfulness, is also gives the idea of pride in yourself and hence your work. Furthermore a good appearance is popular with customers, it reflects well on the business and the individual, and will also draw in

Shannon Hardy customers from a higher class. Appearance can also impact negatively on individuals, poor or casual dress makes it seem that the individual takes his work casually and has no pride in it and may attract customers of a lower class. In addition women can be affected negatively by appearance in the workplace; by becoming sexual objects, deemed to be too feminine in a mans world, or too male by power dressing. In this way it is clear appearance can directly influence peoples conceptions of us and the employment and opportunities we receive.