The nature of empowerment in a consumer education program initiated by a supermarket chain
Bibliographic Data
| ID | 12698239 |
|---|---|
| Authors | Shosh Davidson (0000-0002-6374-9890, Gordon College of Education, Israel; University of Haifa Mount Carmel, Israel, corresponding author) |
| Year | 2013 |
| Volume | 15 |
| Issue | 2 |
| Pages | 202-220 |
| Publication date | 2013-08-19 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Consumer Culture (JOURNAL) |
| Journal identifiers | ISSN: 1469-5405 • E-ISSN: 1741-2900 |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/1469540513498610 |
| OpenAlex | W2325353050 |
| Language | EN |
| Citations received | 1 |
| References cited | 48 |
This article aims to contribute to an understanding of the phenomenon of the commercialization of education, through an analysis of the messages of a consumer education curriculum which was initiated by the Ribua Ha-kahol chain of supermarkets for junior high schools in Israel. The fieldwork included an ethnographic study and revealed two prominent images of the consumer in the program’s contents and activities: “the wise consumer” and “the enterprising self.” The article reflects upon the nature of empowerment that is presented through the utilitarian–individualistic figure of the consumer and probes the way the consumer choice ideology masks power relations. Conversely, the article presents an alternative, feminist approach that places emphases on the “relational self” and rejects the assumption that people act first and foremost as selfish and efficient agents. Finally, the article calls for a relational approach that will inspire an “encumbered empowerment” to consumer education and will urge pupils to infuse their self-reflecting thoughts, based on their own consumer experiences
Business · Commercialization · Consumer education · Curriculum · Empowerment · Ethnography · Ideology · Individualism · Pedagogy · Political science · Politics · Power (physics · Public relations · Sociology · Gender, Feminism, and Media · Jewish and Middle Eastern Studies · Law · Management and Organizational Studies · Marketing
The Meaning of Things
Education Under Siege
Longing and Belonging
Relational Autonomy
Liberalism and the Limits of Justice
CHAPTER TWO Cultural Feminism versus Post-Structuralism
Media Literacy, Media Education, and the Academy
Introduction
Toward a Feminist Philosophy of Economics
What Can She Know
The Sociology of Economic Life
Consumerism reconsidered
Gendering the Enterprising Self
The ‘Empowerment Debate’
Critical and Moral Stances in Consumer Studies
Bringing Children (and Parents) into the Sociology of Consumption
Exchange Value as Pedagogy in Children's Leisure
Learning to consume—consuming to learn
The material child
Rethinking Empowerment
Creating Spaces
The Limits of Rationality
Risk society
Feminist Critiques of the Separative Model of Self
The Missing Child in Consumption Theory
The case for motivated reasoning
Qualitative Content Analysis
Culture and Practical Reason
On Key Symbols1
Consumption, Identity-Formation and Uncertainty
The Making of Class and Gender through Visualizing Moral Subject Formation
Consumers and Consumption
Caring Consumers
| Unique citing works | 1 |
|---|---|
| Citations per year | 0,13 |
| Citation span | 2018 - 2018 (1) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 1 |