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Psychoanalysis
Psychoanalysis is a subject of interest to investigators of consumer culture since the theory suggests that there are unconscious imperatives in our psyches that help explain our behavior in many realms, including the purchasing of products and services. The focus in this discussion is on Sigmund Freud's theories and their relevance to understanding consumer cultures.
Freud's Theories
In his 1922 essay “Psychoanalysis,” Freud explains the different areas of interest to psychoanalysis (reprinted in Philip Rieff: Character and Culture 1963, 230):
PSYCHOANALYSIS is the name (1) of a procedure for the investigation of mental processes which are almost inaccessible in any other way, (2) of a method (based upon investigation) for the treatment of neurotic disorders and (3) of a collection of psychological information gradually being accumulated into a new scientific discipline.
Freud stresses that psychoanalysis is an “art of interpretation” and that it focuses on material in people's minds of which they are unaware. He notes that the ideas that there are unconscious mental acts in people—material that is both mental and unconscious—seems absurd to many people. Many of Freud's theories are quite controversial, and a number of psychologists have developed theories and concepts that move beyond Freud's original notions, though his basic ideas about the primacy of the unconscious and the importance of sexuality are at the core of modern psychoanalytic theory.
Freud believed that dreams were the royal road to the unconscious. He suggests that dreams are generated by unconscious impulses we experience and are based on wish fulfillments that are repressed during the day but which arise when we dream. This wish-fulfillment theory, like many other theories of Freud, is controversial and has been criticized by some psychologists. Freud maintains that dreams are full of symbols that dreamers don't recognize but that disguise our desires and thus avoid our being wakened by what he called our dream censors. Freud's theories about symbolism strike some people unfamiliar with psychoanalytic theory as far-fetched.
Freud believes that neurotic symptoms are connected to traumatic experiences people have in their early sexual lives. He enlarged our understanding of sexuality to include other phenomena not connected with the sexual act: the oral, anal, and genital stages in our sexual development. He also suggested that the Oedipus complex is at the core of human neuroses. This illness is named after the mythic hero Oedipus who, unaware of what he was doing, killed his father and married his mother. Those who are not able to master the Oedipus complex in a suitable manner are troubled with various neurotic symptoms in later years.
We prevent ourselves from recognizing the significance of our thoughts and actions by various means such as repression and regression. As proof of the existence of neurotic symptoms, Freud mentions the phenomenon of transference, in which patients develop powerful emotional relationships with their therapists, which therapists can use to help heal their patients.
Freud's psychoanalytic theory maintains that the human psyche has three levels, one of which—the unconscious—is not accessible to us on our own. This is what is known as Freud's topographic hypothesis. As he wrote in his essay “Psychoanalysis,” its key achievement was to recognize that all “mental acts of normal people” had a meaning. The notion that we are aware of everything found in our minds is an illusion, for there are “unconscious mental acts” that we do not and cannot recognize.
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- Everyday Life
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- Adornment
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- Americanization
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- Consumption in Postsocialist China
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- Sears, Roebuck and Company
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- Spaces and Places
- Spaces of Shopping
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- World Exhibitions
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- Methods and Trends
- Actor-Network Theory
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- Comparing Consumer Cultures
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- Content Analysis
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- Historical Analysis
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- Likert Scales
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- Mass Observation
- Measuring Satisfaction
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- Measuring the Environmental Impact of Consumption
- Methodologies for Studying Consumer Culture
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- Object Biographies
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- Production of Culture
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- Persons
- Adorno, Theodor
- Althusser, Louis
- Bakhtin, Mikhail
- Barthes, Roland
- Bataille, Georges
- Baudrillard, Jean
- Benjamin, Walter
- Bourdieu, Pierre
- Braudel, Fernand
- de Certeau, Michel
- Douglas, Mary
- Durkheim, Émile
- Elias, Norbert
- Freud, Sigmund
- Galbraith, John Kenneth
- Goffman, Erving
- Gramsci, Antonio
- Horkheimer, Max
- Kant, Immanuel
- Keynes, John Maynard
- Kyrk, Hazel
- Lévi-Strauss, Claude
- Lasch, Christopher
- Lazarsfeld, Paul Felix
- Lefebvre, Henri
- Linder, Staffan Burenstam
- Lyotard, Jean-François
- Mandeville, Bernard
- Marcuse, Herbert
- Marshall, Alfred
- Marx, Karl
- Maslow, Abraham
- Mauss, Marcel
- McLuhan, Marshall
- Mead, George Herbert
- Patten, Simon Nelson
- Rostow, Walt Whitman
- Silverstone, Roger
- Simmel, Georg
- Smith, Adam
- Sombart, Werner
- Veblen, Thorstein Bunde
- Weber, Max
- Politics and Consumption
- Alternative Consumption
- Carbon Trading
- Citizenship
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- Consumer Apathy
- Consumer Culture in the USSR
- Consumer Policy (China)
- Consumer Policy (European Union)
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- Consumer Policy (United States)
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- Consumer Protest: Animal Welfare
- Consumer Protest: Anticapitalism
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- Consumer Protest: Water
- Consumer Rights and the Law
- Culture Jamming
- Culture-Ideology of Consumerism
- Feminist Movement
- Food Scares
- Governmentality
- Inequalities
- Life(style) Politics
- Luxury Taxes
- New Right
- Organ and Blood Donations
- Philanthropy
- Political and Ethical Consumption
- Prosumption
- Public Goods
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- Resistance
- Responsible Consumption
- Social Movements
- State Provisioning
- Subversion
- Voting Behaviors
- Production, Exchange, and Distribution
- Advertising
- Branding
- Celebrity
- Channels of Desire
- Christmas
- Coca-Cola
- Collective Consumption
- Companies as Consumers
- Consumer Education
- Consumer Regulation
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- Counterfeited Goods
- Craft Production
- Credit
- Cultural Intermediaries
- Culture Industries
- Cycles of Production and Consumption
- De-Skilling, Re-Skilling, and Up-Skilling
- Debt
- Division of Labor
- Domestic Services
- E-Commerce
- Eco-Labeling
- Electronic Point of Sale (EPOS)
- Emotional Labor
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- Fair Trade
- Fashion Forecasters
- Fashion Industry
- Global Cities
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- Health Care
- Hire-Purchase and Rental Goods
- Household Budgets
- Industrial Society
- Informal Economy
- Information Society
- Informational Capital
- Infrastructures and Utilities
- Inheritance
- Innovation Studies
- Licensing of Clothing Brands
- Mass Production and Consumption
- Media Convergence and Monopoly
- Money
- Neuromarketing
- Opinion Leaders
- Outsourcing
- Packaging
- Pink Pounds/Dollars
- Post-Fordism
- Postindustrial Society
- Product Loss Leaders
- Product Placements
- Renewable Resources
- Reuse/Recycling
- Self-Service Economy
- Service Industry
- Sneakers/Trainers
- Social and Economic Development
- Store Loyalty Cards
- Sumptuary Laws
- Supermarkets
- Systems of Provision
- Trade Standards
- Trademarks
- Social Divisions and Social Groups
- Age and Aging
- American Dream
- Belonging
- Binge and Excess
- Collective Identity
- Consumer Anxiety
- Cosmopolitanism
- Domestic Division of Labor
- Elites
- Ethnicity/Race
- Families
- Femininity
- Friendship
- Gender
- Generation
- Households
- Identity
- Interpellation
- Life Course
- Lifestyle
- Masculinity
- Migration
- Mimesis
- Moral Economy
- Othering
- Positional Goods
- Retirement
- Romantic Love
- Seduced and Repressed
- Self-Presentation
- Self-Reflexivity
- Sexuality
- Single-Person Households
- Social Class
- Social Exclusion
- Social Networks
- Status
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- Symbolic Violence
- Technology and Media
- Audience Research
- Bollywood
- Broadcast Media
- Comics
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- Feminism and Women's Magazines
- Fine Arts
- Gender Advertising
- Hollywood
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- Men's Magazines
- Mobile Media Gadgets of the Analog Age
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- Performing Arts/Performance Arts
- Personals/Personal Ads
- Photography and Video
- Planned Obsolescence
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- Print Media
- Reality TV
- Second Life
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- Social Shaping of Technology
- Sociotechnical Systems
- Teenage Magazines
- Telephones
- Television
- Textual Poachers
- Virtual Communities
- Walkmans and iPods
- Women's Magazines
- Theoretical Perspectives and Concepts
- Acculturation
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- Anthropology
- Appropriation
- Attitude Theory
- Beauty Myth
- Bounded Rationality
- Capitalism
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- Communication Studies
- Conspicuous Consumption
- Consumer (Freedom of) Choice
- Consumer Behavior
- Consumer Demand
- Consumer Durables
- Consumer Moods
- Consumer Society
- Consumer Sovereignty
- Consuming the Environment
- Convention Theory
- Craft Consumer
- Cultural Capital
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- Cultural Omnivores
- Cultural Studies
- Cultural Turn
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- Design
- Diderot Effect
- Diffusion Studies and Trickle Down
- Discourse
- Disorganized Capitalism
- Economic Psychology
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- Engel's Law
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- Environmental Social Sciences and Sustainable Consumption
- Ethnology/Folklore Studies
- Experimental Economics
- Externalities
- False Consciousness/False Needs
- Gender and the Media
- Geography
- Gifts and Reciprocity
- Globalization
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- Goal-Directed Consumption
- Habitus
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- Hierarchy of Needs
- History
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- Income
- Individualization
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- Keynesian Demand Management
- Labor Markets
- Leisure Studies
- Luxury and Luxuries
- Markets and Marketing
- Marxist Theories
- Mass Culture (Frankfurt School)
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- McDonaldization
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- Narcissism
- Need and Wants
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- Network Society
- Novelty
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- Orientalism
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- Post-Structuralism
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- Postmodernism
- Potlatch
- Poverty
- Preference Formation
- Price and Price Mechanisms
- Promotional Culture
- Protestant Ethic
- Psychoanalysis
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- Quality of Life
- Queer Theory
- Rationalization
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- Reification
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- Sacred and Profane
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- Tourism Studies
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- Value: Exchange and Use Value
- Visual Culture
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