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Theories
    Of
     Things
Do we really need …




                      … everything we buy?
Two theories of things …




                   Things as SIGNS
Thorstein Veblen, The Theory of the Leisure Class, 1899
Consumerism 1: Theories of Things
Updating the theory for the modern world … with alternative status hierarchies



   Wealthy
Updating the theory … with alternative status hierarchies



   Wealthy


          Stylish
Updating the theory … with alternative status hierarchies



   Wealthy
                                                    Educated

          Stylish
Updating the theory … with alternative status hierarchies    Artistic

    Wealthy
                                                     Educated

           Stylish
                                              Working Class
Intellectual
                           Middle Class

      Alternative                                            Rebellious
Which is more important? …




‘Sign Value’ or ‘Use Value’?
                 Roland Barthes, ‘Myth Today’ in Mythologies (1957)
‘Sign value’ or ‘Use value’?
See especially: Chapter 4 & Chapter 7
Two theories of things …




                   Things as TOOLS
                   for personal growth
See especially: Chapter 2
Ideas derive from GWF Hegel in 19th century …




        We create things with purpose …
The material world we create is the
sum total of human desires and
aspirations …

              … turned into material form


Roads …   Tables and Chairs …   Personal Belongings too …
Developing material culture … leads to human growth




                               Over time, we become very different humans
People make things … and THINGS MAKE PEOPLE
People make things … and THINGS MAKE PEOPLE
Cannot develop new skills without the right tools and built environment
So if things are so great …

… why doesn’t it always feel that way?
Hegel’s answer?

Contradictions …   Alienation …   Resolution …   Dialectical theory
A semiotic theory of things …




And a dialectical theory of things …
Consumerism 1: Theories of Things

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Consumerism 1: Theories of Things