Class Matters Ch.9 Critique

While reading “When the Joneses Wear Jeans,” the idea of lowering the cost of entry-level luxury cars to lure in young buyers was problematic to me. Automobiles like “Mercedes-Benz, BMW, and Audi…plan to introduce models that will sell for about $25,000” (141). Although consumers will have the opportunity to purchase an economical luxury auto, individuals producing these automobiles will ultimately suffer these changes since class mobility will be difficult to carry out. Therefore, it is convenient and affordable for consumers, but not for producers. Neoliberalism has pushed auto industries to close and move locations in search of cheaper labor and high quality as well as pushing for a non-unionized work force. What this means for auto workers is they will have to conform on earning less money which then makes it much more difficult for mobility. As we read in chapter 1, Americans still have the idea of class mobility, but in this instance, auto workers are faced with continual barriers

With the market constantly changing, I believe the idea that “now, people may buy the cheapest brand for consumer goods but still want Starbucks coffee and an iPod” (142) is key for understanding status. For example, consumers might find it worthy to spend more money on vacations and autos, but consider worthy to save on clothes, food and electronics by shopping at Wal-Mart. Thus, economic difficulties may push consumers to save money in some areas but spend more in other areas. In this instance, it is difficult to consider an individual’s status by shopping at Wal-Mart, yet, spending large amounts of money on other goods. This also relates, to the blur of classes, in which people spend on material goods but might not be from a high class.

A question I had about this chapter is whether magazines and TV shows are now responsible for pressuring “81 percent of Americans…to buy high priced goods” (137) or are other sectors more likely accountable for pressuring Americans? And if so, what are they?