Classical Sociological Theory

Classical Sociological Theory

Veblen's Theory of Conspicuous Consumption and Leisure

Veblen's fundamental criticism of orthodox economics was that it was pre-Darwinian and hence did not have an evolutionary view of society. The core of Veblen's analysis of modern society was the fact that, on the one hand, there is enormous technological potential to produce goods. On the other hand, business enterprise constrains the amount produced to that which can be profitably sold (Ritzer, 2006).

One way to think of this is that if all one needed to do is get from New York to Boston, then that could be satisfied by Hyundais. In Veblen's view, the function of advertising was to ensure that people want a Cadillac. The gulf between the wants of consumers and the technological potential is reduced through advertising (Ritzer, 2006). It is for this reason that Veblen viewed advertising as waste, but one that is intrinsic to a modern economy based on the principles of profit-making business enterprises. Individuals engaging in conspicuous leisure demonstrate to those around them that they are privileged or wealthy enough to avoid working for extended periods of time.

Mead's Social Act

Mead argued instead that the social act is the precondition of consciousness. Elements of both Mead's social psychology and social behaviorism led him to an interest in physiological psychology, and it should be reiterated that that interest arose because he was convinced that philosophical problems could be clarified and given empirical referent with help from the biological and evolutionary sciences (Ritzer, 2006).

Mead argued that it was important to deal conceptually with two aspects of human perception of the social world and objects (including self and fellow human beings) contained therein. On one hand, there is perception arising out of immediate experience, namely, situations in which an organism makes no differentiation between itself ...