In order to investigate our own
sociological imaginations, our group chose to delve into the world of
subcultures. As with any subculture, the
Starbucks “world” is one with its own concepts, values, symbols, and shared
meanings, specific only to members of the group and distinctive from others
within the American culture as a whole. Through unique manipulation of language,
implementation of symbolism, and construction of a certain atmosphere,
Starbucks succeeds in going beyond producer-consumer relations so far as to
create an entire subculture through which customers can seek exclusive
belonging and membership.
No comments:
Post a Comment