Modernisation CASE STUDY

Introduction

Modernisation is the concept of social change in the transition from traditional to modern societies. The concept of modernity is used by sociologists to refer to the intellectual, cultural, economic, political and technological developments which began revolutionising social life in the seventeenth century (Ballantyne p.80). These developments first emerged in Western Europe but had transformed societies all over the world by the twentieth century (Ballantyne p.80). This is a case study which explores and analyses the modernisation concepts of the digital revolution and consumerism. To help understand these modernisation processes I have conducted an interview with my mother, Jo-Anne to learn how her daily life has changed by consumerism and the digital revolution over the course of her life. In addition to this interview, I have included researched material about consumerism and the digital revolution.

Literature review

The digital revolution in many parts of the world, has become part of ordinary life since the ‘World Wide Web’ was launched in 1991 (Macionis et al. 2012, p.22). 72 percent of Australian homes are connected to the internet and one report in 2010 suggested that young people spent an average of seven hours a day using different technologies (Macionis 2012 et al. p.22). Different forms of technologies used include email, messaging services, smartphones, videoconferences, Facebook, Twitter, dating websites etc. Facebook alone had at least 250 million users in mid 2010, which has increased steadily since (Macionis et al. 2012 p.22). Facebook and other internet sites are used to form virtual communities which are scattered across the country or even the world, who communicate via computer about subjects of common interest. Members within these virtual communities’ form social relationships, exchanging advice, resources, get emotionally involved and although true identities are hidden, some people may meet and interact in real life (Brym et al. 2012, pg. 93). Complicating the process of identity formation is the growth of the internet as there is much debate as to whether the internet brings us together or separates us. Macionis explains that the new generation, the ‘Net Generation’ take for granted computers and the internet as they a brought up with these technologies which creates a generation gap as children come to learn more about them in comparison to their parents or teacher (2012, p.22).

Sociologists have discovered the importance of not only what we produce but what and how we consume as there has been a growing move in society from production into consumption (Macionis et al. 2012 p. 525). Woodward describes consumption a process which, “emphasises the purchase and use of goods or services, noting that expenditure on such items” (2011 p.153). This definition of consumption was given numerous other stages by Colin Campbell in 1995. Campbell stated that consumption did not only involve purchasing or using a good or service, but it included selecting it, maintaining it, repairing it and ultimately disposing of it. Campbell’s definition shows how consumption is a process occurring over time rather than the single moment a person buys something. It also reminds us that consumption can be explored by a number of psychological, cultural and social factors (Woodward 2011, p.154). Gradually, goods have moved away from being functional possessions such as food to eat, to become major indicators of lifestyle and identity change with many people go shopping only to look as a leisure form. The modern world is captivated by brands and the products themselves are becoming less central. These big brands open their own ‘superstores’ and are organised through style, logos and image (Macionis 2012, p.525). Stores are cultivating our consumer societies with our identities shaped by everything we buy (Macionis 2012, p.526). Woodward explains the concept of consumption which has helped the concept of self-discovery and individuality (2011, p.159).

Method

The interview was taken place on 29 May 2018 and was conducted over the phone as my mother lives interstate. For the interview, I rang my mother (Jo-Anne) on the phone and proceeded to ask the questions on consumerism and modernity after briefly explaining the two concepts. As I read the questions aloud to her over the phone, Jo-Anne had time to think of her answers and then as she responded I typed them into my laptop.

Findings

Digital Revolution

Jo-Anne was born on 8 January 1969 in Devonport, a small coastal town in the north of Tasmania and moved to Hobart at age of roughly 2 years old. Jo-Anne has expressed the differences of her life as a child growing up and what has changed up to this point in her life. We focussed on the two modernisation processes of digitalisation and consumerism. Jo-Anne did not have access to internet growing up as it was only made public in 1991 at which she was 22 years of age. During her schooling years, Jo-Anne used encyclopaedias or books from the library to research for assignments and homework stating that children these days have “a wealth of access to educational information” (Hayes 2018). Jo-Anne owns a smartphone as well as a laptop and accesses the internet on a daily basis. Jo-Anne believes that the internet is useful for general knowledge and research, stating “you can google anything” (Hayes 2018). She has had a Facebook account for 3 years now and finds it very helpful to communicate and contact people she otherwise couldn’t. Jo-Anne as she is a member of ‘group chats’ which she uses to stay in contact with groups of people through Facebook. Whilst she was growing up, kids had to amuse themselves and be creative in finding way to entertain themselves whereas now, “kids don’t even have to go out of their room to socialise” (Hayes 2018). Finally, Jo-Anne states that the internet “gives people a buffer to hide behind” explaining that bullying is more prominent in society today.

Consumption

Jo-Anne will always drive to the supermarket to do her food shopping, sometimes as often as 3 times a week. She explained that in the last few years she has converted to predominately supermarkets to shop for her food. As Jo-Anne recalls, she and her family would always shop at smaller convenience stores whereas now she shops at the big brand supermarkets. Jo-Anne states that “major shops are often a lot cheaper and a lot more organised” (Hayes 2018). On another note, Jo-Anne believes that larger ‘big brand’ stores are more affordable and accessible. Jo-Anne only shops for a purpose so she does not believe that her attitudes towards consumerism would be affected greatly by different times in her life. Jo-Anne however, does recognise the notable change in society as many people these days enjoy shopping as a leisure activity instead of buying necessary commodities such as food. Jo-Anne believes that these days’ people can feel more comfortable expressing themselves through fashion and other items and she often buys clothes online. She also believes that these days, there are so many more items which you can purchase which did not even exist when she was a child.

Discussion

Digital Revolution

Jo-Anne was directly affected by the Digital Revolution as it came about during her lifetime. During the interview, Jo-Anne stated that there is access to a wealth of information and these days “you can google anything” (Hayes 2018). According to Macionis, this is an example of the ‘Information Age’ as no society in history has been able to access so much data available to everybody (2012 pg. 22). Even Wikipedia alone has over 14 million articles published (Macionis 2012 pg. 22). This is a much larger database compared to the encyclopaedias Jo-Anne would have used during her time at school. Jo-Anne explained her usage of internet as being an everyday occurrence; particularly emails, banking and Facebook. Jo-Anne often uses Facebook to contact people which she otherwise couldn’t, finding it very useful to communicate with people no matter their location. Macionis explains that the ‘Network Society’ incorporate new ways to communicate which help to build friendships.

Jo-Anne expressed her concerns about the rise of digital technology. She argued that the internet can act as a buffer which people can hide behind, making bullying an increasing issue we have to face. The internet is increasingly becoming a new arena for social interaction and in turn “becomes a growing venue for bullying among our youth” Guerra et al. state (2007 pg. S15). Perpetrators of cyberbullying often perceive themselves to be anonymous and as Jo-Anne suggested, people will say and do things anonymously that they would not say or do in face-to-face (Giumetti et al. 2014 pg. 1107). Jo-Anne believes that the internet is where a lot of today’s bullying occurs between youth which Guerra et al. demonstrate the highest prevalence rates of bullying occurring verbally, second physical and then by internet (2007 pg. S15). During her time growing up, Jo-Anne explained that children had to entertain themselves and be creative. Jo-Anne now believes that we are relying too much on technology and it is taking over. Increasing numbers of children spend hours each day, in front of screens instead of playing outdoors and socialising face-to-face with others (McPake et al. 2009 p.24).

Consumerism

The shift from society of production into a society of consumption is identified in how any why we shop. Since at least the 1970s, shopping malls have dominated cities within Australia (Woodward, 2011, p.163). As Jo-Anne explained in the interview, there are many different kinds of items you can buy these days particularly in supermarkets therefore she does not shop at the corner store like she did years ago.

Jo-Anne expressed that she was not interested in shopping simply for browsing or for a leisure activity, when she goes shopping it is because she needs to purchase something. Woodward discusses that the developments of shopping malls have seen Australians regularly visit to ‘browse’ (2011, p.163). Jo-Anne previously stated in her interview that if she were younger she “may shop leisurely or to browse” however as she gets older, it does not interest her (Hayes 2018). Woodward states that on weekends and “after school, younger people tend to use them as places to hang out or meet friends” (2011, p.163). Shopping is often associated with exciting and energetic culture of youth.

Jo-Anne believes that society these days has a lot of freedom of expression and she in fact uses the internet to make purchases of items which she would not be able to find in store.

One of the great sociologists analysing cultural life George Simmel; believed that on one hand, buying clothes that are in fashion helps people to feel at the centre of things. Yet at the same time, these feelings of satisfaction are dependent on copying and imitation of others (Woodward, 2011, pg.160). In response to this, Jo-Anne agrees that while some people in society may believe that other people’s approval is important, yet she simply “does not care” if she doesn’t have others approval on her fashion choices (Hayes 2018).

Conclusion

We can see the many effects that modernisation has on the change from traditional to modern societies. Throughout this case study, the modernisation concepts of ‘The Digital Revolution’ and consumerism were explored. As discussed, there are both positive and negatives to both modernisation processes. The ‘Digital revolution’ provides a wealth of information to all, a way for people across the world to communicate but it is also slowly taking over the lives of individuals as children are often growing up under the influence of technology as well as being a new way for individuals to be targeted by bullies. The concept of consumerism provides more variety in items and as supermarkets take over, prices drop. Individuals can also use fashion as a way of expressing themselves and creating their own identity. However, consumption in the form of fashion is a hard concept to grasp as almost everything you can purchase these days is already liked and enforced in some way.

References:

Ballantyne G 2016, Sociologic: analysing everyday life and culture, Oxford University Press, VIC

Brym R J, Furze B, Lie J & Savy P 2012, Sociology in today’s world, Cengage Learning, VIC

Germov, J, Poole, M & Woodward, I 2011, Public sociology: an introduction to Australian society, Allen & Unwin, NSW, pp. 150-168 Guerra, N & Williams K 2007, ‘Prevalence and Predictors of Internet Bullying’, Journal of Adolescent Health, vol.41, no.6, pp.S14-S21

Giumetti G, Kowalski R, Lattanner M & Schroeder A, ‘Bullying in the digital age: A critical review and meta-analysis of cyberbullying research among youth’, Psycological Bulletin, vol.140, no.4, pp.1107

Hayes, R 2018, Unpublished interview for SOC10007 Understanding the Modern World, Case Study, Swinburne University of Technology, Melbourne, 19 May

Kellehear, A & Langer B 1996, Social self, global culture: an introduction to sociological ideas, Oxford University Press, Melbourne

Macionis, K & Plummer, K 2012, “Consumption in modern economies”, Sociology: a global introduction, Pearson Education Ltd, Harlow

Macionis, K & Plummer, K 2012, “Social change and the great transformation 2”, Sociology: a global introduction, Pearson Education Ltd, Harlow

McPake J, Plowman L & Stephen C 2009, Growing up with Technology: Young Children learning in a digital world, Routledge, Florence

Van Krieken R, Habibis D, Smith P, Hutchins B, Haralambos M & Holborn M 2010, Sociology, 4th edn, Pearson, Frenchs Forest.