Zygmunt Bauman

Social scientist Zygmunt Bauman composed a theory identifying the divides within a consumer society using two named categories; ‘the ‘seduced’, who were described as those people able to fully participate within consumer society and included people who have a positive identity seen to be valued members of society and the remaining people were in the ‘repressed’ category, those that have become excluded from a consumer society, such as the unemployed, or those on low wages and unable to participate fully in a consumer society (Bauman, cited in Hetherington, 2009 p. 27). According to Bauman people are divided more so on their consumption habits rather than their social class and this would result in some people falling into the ‘repressed’ category
The views of retail parks included, ‘safe, convenient and modern places for families to shop’ (Jackson, 2009, p. 45) and with many retail parks becoming available, the divide becomes apparent when peoples access, or lack of access as the case may be is shown. Lack of mobility and transport is cause for some of the divide in consumer society when people are unable to reach retail parks therefore these in Bauman’s terms would be the ‘repressed’. This would take assumption that those in the seduced category are ones with the above views regarding retail parks and those with money to spend and transport to travel there. This type of exclusion in society is therefore unequal, and the seduced could be seen to have an exclusive membership to a consuming society simply because the repressed are unable to participate. This exclusivity however isn’t one that cannot be changed or altered, due to people’s circumstances changing. Such as a ‘seduced’ person losing their job, would result in them being unable to continue consuming fully changing their status and changing them into the ‘repressed’ group, similarly a ‘repressed’ individual who learns to drive and could then move into a position to
This theory by Veblen can show the divide in consumer society because some people are able to buy items considered as ‘luxury’ items such as cars, homes, and clothes and would therefore be the people considered to be main contributors in consumer society. In Veblen’s theory it would mean some people become excluded due to their failure to consume items thought of as a sign of wealth. This results in people not looking as if they are a valued member of society and can be seen as being worthless in society. Veblen’s book The Theory of the Leisure Class, was published about how people such as the newly rich, successful industrialists and their families often would purchase items for the main reason of making a positive impression to others rather than a specific purpose, (Making Social Lives, p, 31).. In contrast in the area of Linwood, many see a new development as a ‘positive-sum game, where due to ‘mutual exploitation’ everyone involved benefits and all are winners’ (learning companion, 2009, p19). The two views are very different with peoples preference on a where to consume creating