Lesson 7.5: Consumption, Landscape and the Geography of the Everyday

Introduction

Welcome to Lesson 7.5 of Foundation Human Geography! In this lesson, we will investigate how consumption shapes our landscapes and our identities. We will explore different consumption spaces like malls, high streets, markets, and even online retail. By the end of this lesson, you, students, should be able to:

Identify various consumption spaces and their characteristics.
Understand the commodity chain and how products move from producers to consumers.
Analyze the commodification of places, cultures, and experiences.
Discuss ethical consumption and the concept of fair trade.
Read everyday landscapes as texts that convey deeper meanings.

Let's dive in!

What Are Consumption Spaces?

Consumption spaces are the places where goods and services are bought, consumed, and experienced. They can take many forms:

Malls

Malls are often considered a central hub of consumer culture. They bring together various shops, restaurants, and entertainment options all under one roof. For example, the Mall of America in Minnesota features not only stores but also an amusement park, aquarium, and multiple dining options. Malls reflect a blend of local and global culture through their offerings. Think about how this is a different experience from shopping on a traditional high street.

High Streets

High streets represent a more traditional form of shopping, typically reflecting the local culture and community. They host independent businesses that are often iconic to the area. When you walk down a bustling high street, you can feel the local character, which can sometimes be lost in larger shopping malls.

Markets

Markets, including farmers' markets and flea markets, provide a unique venue for consumption, where local producers and craftsmen sell directly to consumers. These markets can also promote the idea of ethical consumption, where people prioritize buying locally and sustainably.

Online Retail

In recent years, online retail has transformed how we shop. Platforms such as Amazon and eBay provide flexibility and often lower prices, but they also change the way we experience consumption. The convenience of shopping online means that we may lose the sensory experiences tied to physical stores—like seeing, touching, and trying on goods.

Example

Imagine you are deciding where to buy a new pair of shoes. You could choose to visit a local store on your high street, go to a mall, check out a farmers' market that has handmade shoes, or browse online. Each choice represents a different consumption space, and your selection can reflect your values about shopping, supporting local artisans, or convenience.

The Commodity Chain: Following the Thing

The journey of a product from creation to consumption is known as the commodity chain. This chain includes various steps:

Production: The initial creation of a product (e.g., shoes are made in a factory).
Distribution: How the product is transported to retailers.
Retail: The point at which consumers access the product (store, market, or online).
Consumption: The purchase and use of the product by consumers like you, students.

Understanding this chain helps us recognize where ethical issues may arise. For example, are workers paid fairly for their labor? Is the environment considered during production?

Commodification of Place, Culture, and Experience

Commodification refers to the process by which something is transformed into a product to be bought and sold. This can happen to:

Places: Think about how popular tourist destinations like the Eiffel Tower in Paris or Times Square in New York become commercialized with shops, advertisements, and services.
Culture: Local traditions, foods, and arts can be packaged for tourists, often losing their original meaning. For instance, a cultural festival may become more about selling goods to visitors than celebrating tradition.
Experiences: Activities that were once genuine experiences (like hiking in nature) become commodified when companies offer guided tours or package deals.

Example

Consider how Venice, known for its canals and unique architecture, has been commodified. Tourists might purchase a gondola ride, but this experience can conflict with locals who inhabit the city.

Ethical Consumption and Fair Trade

As consumers, we hold power! Ethical consumption involves making choices that consider the origins and impacts of our purchases. Fair trade practices ensure that producers in developing countries receive fair wages and work in safe conditions.

Fair Trade: Look for products with certifications indicating they meet fair trade standards. This can apply to coffee, clothing, or any consumer goods.

Example

When buying a chocolate bar, choose one that is marked as fair trade. Not only will you be buying a delicious treat, but you’ll also be supporting ethical labor practices.

Reading the Everyday Landscape

Everyday landscapes are filled with signs and symbols that often go unnoticed. By critically reading these landscapes, we can learn about societal values, power structures, and cultural narratives.

Advertisements: What messages do billboards convey about beauty, consumerism, or success?
Architecture: How do buildings reflect the community’s identity? For instance, are historical buildings preserved, or are they replaced by modern structures?

Example

Picture a neighborhood where all the shops are chain stores. What does that say about the community’s priorities? In contrast, a district filled with independent shops conveys a different set of values regarding local economy and culture.

Conclusion

In this lesson, we have explored the vital relationships between consumption, landscape, and identity. Understanding these concepts not only helps us navigate our daily lives but empowers us to make informed choices about the places we shop and how we consume. As you go about your day, think about the consumption spaces you inhabit and how they reflect larger societal trends.

Study Notes

Consumption spaces include malls, high streets, markets, and online retail.
The commodity chain illustrates how products move from producers to consumers.
Commodification can affect places, cultures, and experiences.
Ethical consumption focuses on fair trade and sustainability.
Everyday landscapes can be critically analyzed to uncover deeper meanings.