Sociological Images

From Our Archives: For Labor Day

Gwen Sharp, PhD on September 2, 2013

Today is Labor Day in the U.S. Though many think of it mostly as a last long weekend for recreation and shopping before the symbolic end of summer, the federal holiday, officially established in 1894, celebrates the contributions of labor.

Here are some SocImages posts on a range of issues related to workers, from the history of the labor movement, to current workplace conditions, to the impacts of the changing economy on workers’ pay:

The Social Construction of Work

Work in Popular Culture

Unemployment, Underemployment, and the “Class War”

Unions and Unionization

Economic Change, Globalization, and the Great Recession

Gender and Work

The U.S. in International Perspective

Just for Fun

Bonus!

Advice for new college grads from two sociologists

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

Be Young, Be Cool, Be Happy…as an Apple Consumer

Nicki Lisa Cole PhD on August 30, 2013

This is the third post in a four part series. Start at the beginning with: Whimsical Branding Obscures Apple’s Troubled Supply Chain.

I cannot watch this 2003 Apple iPod commercial without shaking my hips, even in the midst of delivering a lecture or conference presentation. In fact, I struggle deeply to refrain from jumping around in an ecstatic dance of joy.

This commercial moves me. But, why? Yes, it has rocking music and popping colors. But, I suspect, more importantly, it has hip young things gyrating to the music, lost in the euphoria provided by an iPod and earbuds, with seemingly no cares in the world. For four years Apple aired a string of these, which became known as the “Silhouette” commercials, each featuring a different soundtrack and style of dance. In my previous posts, I’ve focused on two important elements of Apple’s brand promise: whimsicality and sentimentality. In this post I spotlight another key finding from our research: the association of Apple products with coolness, hipness, youth, and a carefree attitude.

This trend was introduced into the brand by the iPod commercial above, and it continues to be an important part of Apple’s brand promise today. Similar qualities are present in this ad from early 2012, titled “Road Trip,” which showcases the utility of the voice-activated assistant, Siri, on the iPhone 4S:

And, early this summer, Apple released a commercial that emphasizes the musical enjoyment that an iPhone can provide. The ad, which seems a re-imagining of the “Silhouette” campaign, depicts these young, fit, and beautiful iPhone owners as indulgent in their passions, carefree, too cool to care about dancing in public, and thus hip, energetic, and fun to be around.

These ads and the many like them in Apple’s oeuvre suggest that the product makes users spontaneous, proud to embrace their unique individuality, and happy to “let their freak flag fly,” so to speak. In this case, the brand promises uninhibited enjoyment. With their bouncing, lithe bodies and shiny, happy faces, these Apple users are the epitome of cool in today’s American culture.

Like the promise of playfulness, and sentimental connection to others, this aspect of Apple’s brand promise acts as a powerful fetish, in the Marxist sense, that obscures the troubling labor conditions and environmental pollution in the company’s Chinese supply chain. Who has the presence of mind to think about global social, economic, and environmental problems when they are busy rocking out, road-tripping, and dancing in the shower?

Next: Apple’s Seductive Brand Promise of Cultural Capital & Social Mobility.

Nicki Lisa Cole, Ph.D. is a lecturer in sociology at Pomona College. She studies the connections between consumer culture, labor, and environmental issues in global supply chains. You can follwer her at 21 Century Nomad, visit her website, and learn more about her research into Apple here.

Sentimental Consumerism, the Apple Way

Nicki Lisa Cole PhD on August 22, 2013

This is the second post in a four part series. Start at the beginning with: Whimsical Branding Obscures Apple’s Troubled Supply Chain.

In a recent post on the Apple brand and its cultural significance, I drew on my study with Gabriela Hybel of over 200 Apple television commercials aired between 1984 and the present to argue that Apple excels at what branding experts refer to as “emotional branding.” I pointed out that Apple commercials cultivate happiness through whimsical depictions of products and their users. In this post I focus on another key finding from this research, which is the prominence of sentimentality in Apple commercials. Both of these things — whimsicality and sentimentality — are key parts of the promise that Apple makes to its customers.

To this end, an important part of the promise that Apple makes to its customers is that using their products will strengthen the customer’s relationships with loved ones, and that the customer will experience positive emotions because of this. This trend, like playfulness, can be traced back to a commercial for the iMac and iMovie that aired in 2000.

Sentimentality features heavily in commercials for iPads and iPhones that have aired over the last few years. In the “I’ll be home for Christmas” ad for the iPad and iPad Mini, which aired in 2012, Apple technology provides the platform for the development of a seemingly long-distance relationship between a young girl and her grandfather.

A commercial that debuted just a month ago drips of sentimentality as it illustrates how Apple products strengthen our relationships with loved ones, near and far. But, also, and importantly, the commercial emphasizes the experiential aspect of the brand in a way that appeals to our desire to feel positive emotions.

With its subtly slowed motion, time and experience are stretched out in this commercial. Regarding the company signature that appears on products, the narrator states, “You may rarely look at it, but you’ll always feel it. This is our signature. And it means everything” (emphasis added).

Apple product users are living in the moment, soaking up all the sentimental experiences of pleasure, love, satisfaction, and jubilation that the brand promises, and that the products appear to deliver upon. This promise is what sells Apple products. It shows us what we can have if we make the purchase, and in doing so, convinces us to turn a blind eye to the labor and environmental abuses in the company’s Chinese supply chain.

Next: Be Young, Be Cool, Be Happy…as an Apple Consumer.

The Surprising Reason We Don’t Tip Flight Attendants

Lisa Wade, PhD on August 20, 2013

When the airline industry first tried to go commercial after World War I, it needed to convince skeptical customers that air travel was safe. One strategy was to make passengers feel that the entire crew was able and willing to see to their safety. This included the stewards, the all-male precursors to the stewardess. But which men to hire?

The default employee should have been an African American. Ocean liners and train cars, air travel’s main competitors and the model on which they built their business, largely employed Black porters and stewards. But the airlines believed that the overwhelmingly White passengers would not have felt comfortable placing their lives in the hands of Black men. So they hired White men instead. Kathleen Barry, who discusses this in her book Femininity in Flight, explains:

Equanimity on aircraft circa 1930 was a tall order for anyone, but stereotypes dictated that it would most likely come from white male attendants. With uniforms that echoed the naval-style garb of pilots, stewards reassured passengers that the white men in the cabin as well as the cockpit were competent and in control.

If stewards were so capable and appreciated, why not offer one’s appreciation in cash? The answer is, in short, because tips were for Black people. Black porters on trains and boats were tipped as a matter of course but, according to Barry, tipping a White person would have been equivalent to an insult. A journalist, writing in 1902, captured the thinking of the time when he expressed shock and dismay that “any native-born American could consent” to accepting a tip. “Tips go with servility,” he said. Accepting one was equivalent to affirming “I am less than you.” This interpretation of the meaning of a gratuity, alongside airlines’ need to inspire confidence and simple racism, is why we don’t tip flight attendants today.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Whimsical Branding Obscures Apple’s Troubled Supply Chain

Nicki Lisa Cole PhD on August 14, 2013

The Trouble with Apple

Suicide at Foxconn. Poisoned workers. Colluding to inflate the price of e-books. Tax evasion (albeit, legal). Shady suppliers who can’t toe the line of labor or environmental laws in China. Apple’s reputation has taken a hit in recent years. Or, so it seems it should have. But, despite the fact that news reports on the company’s behavior and supplier relationships have been more negative than positive since 2012, Apple’s revenue has continued to climb and break records.

In fact, while the press has illuminated terrible labor conditions in the supply chains for iPhones and iPads (with the most recent revelations coming via China Labor Watch’s report on Pegatron sites where the “cheap iPhone” is in the works), sales of these products in particular have soared, and now account for the majority of the company’s revenue. Apple has jockeyed with ExxonMobil for the world’s most valuable company over the last few years, and currently stands second to the oil giant with $413.9 billion. Remarkably, Apple amassed $156 billion in revenue in 2012 without being the industry leader in any of its product sectors (in terms of unit sales), due to the very high profit margins on iPhones and iPads.

How does Apple maintain this economic dominance in light of negative press that should be bad for its bottom line? How do we, the highly educated consumer base of the company, remain invested in Apple products when work conditions in China and the clever skirting of tax liability grate against our progressive sensibilities? As a sociologist who focuses on consumer culture, I suspect that it is Apple’s brand power that keeps us eating its fruit, and the company afloat. With its iconic logo, sleek aesthetic, and promise of creativity, excitement, and greatness embedded in its products and message, Apple successfully obscures its bad behavior with its powerful brand.

“Emotional Branding”

Marketing and branding experts describe a brand as a vision, a vocabulary, a story, and most importantly, a promise. A brand is infused throughout all facets of a corporation, its products, and services, and is the ethos upon which corporate culture, language, and communication are crafted. A brand connects the corporation to the outside world and the consumer, yet it’s intangible: it exists only in our minds, and results from experiences with ads and products.

To understand Apple’s brand and its significance in our contemporary world, I have embarked on a study of the company’s marketing campaigns. I started with a content analysis of television commercials, and with the help of Gabriela Hybel have analyzed over 200 unique television spots that have aired in the U.S. between 1984 and the present. One of the key findings to emerge is that Apple, and the ad firms it contracts with, are exceptionally talented at what the marketing industry calls emotional branding.

In his book named for this approach, Marc Gobé argues that understanding emotional needs and desires, particularly the desire for emotional fulfillment, is imperative for corporate success in today’s world. After studying Apple commercials, one thing that jumps out about them is their overwhelmingly positive nature. They inspire feelings of happiness and excitement with playful and whimsical depictions of products and their users. This trend can be traced to the early days of the iMac, as seen in this commercial from 1998.

An iPod Nano commercial that aired in 2008 takes a similar approach to combining playful imagery and song:

In a more recent commercial, actor and singer Zooey Deschanel, known for her “quirky” demeanor, performs a playful spin on the utility of Siri, the voice activated assistant that was introduced with the iPhone 4S in 2011.

Commercials like these — playful, whimsical, and backed by upbeat music — associate these same feelings with Apple products. They suggest that Apple products are connected to happiness, enjoyment, and a carefree approach to life. To tip the sociological hat to George Ritzer, one could say that these commercials “enchant a disenchanted world.” While Ritzer coined this phrase to refer to sites of consumption like theme parks and shopping malls, I see a similar form of enchantment offered by these ads. They open up a happy, carefree, playful world for us, removed from the troubles of our lives and the implications of our consumer choices.

Importantly, for Apple, the enchanting nature of these ads and the brand image cultivated by them act as a Marxian fetish: they obscure the social and economic relations, and the conditions of production that bring consumer goods to us. Now more than ever, Apple depends on the strength of its brand power to eclipse the mistreatment and exploitation of workers in its supply chain, and the injustice it has done to the American public by skirting the majority of its corporate taxes.

Next: Sentimental Consumerism, the Apple Way.

The Role of Employer Selection in Gendered Job Segregation

Lisa Wade, PhD on August 9, 2013

Gender job segregation is the practice of filling certain occupations with mostly male or mostly female workers. Today 40% of women work in jobs that are 3/4ths female or more and 45% of men work in jobs that are more than 3/4ths male (source). Job segregation is the main cause of the wage gap between men and women because jobs that employ women pay somewhere between 5% and 19% less than ones that employ men (source).

Job segregation decreased during the decades following the women’s movement, but progress towards integration stalled out in the ’90s and hasn’t budged since. There are lots of reasons why job segregation why gender persists; one of them is recruitment and selection. That is, employers sometimes have preferences for whether a man or woman is suited for a job. Usually these preferences match historical trends/stereotypes.

Philip Cohen offered an example of this over at The Atlantic. It’s a photograph of a recruitment banner for a window replacement company that he came across in the University of Maryland Student Union. The banner features men as representatives of employees who do sales and installation, but a female in the role of customer support.

Cohen also observed the behavior of the white male job recruiters accompanying the banner. He writes:

In 20 minutes, as dozens of people walked by, the recruiters approached 18 men and 0 women, asking them, “You guys looking for a job?” (or, in the case of a black man, “Hey man, you looking for a job?”).

This is one way that jobs remain segregated by gender. We have an idea of who is suited for what jobs, we illustrate that supposed “fit” in imagery, and employers actively recruit men into “male jobs” and women into “female jobs.” Doing so doesn’t just slot men and women into different jobs, but into different and unequal ones.

The U.S. is Last in Paid Vacation and Holidays

Martin Hart-Landsberg, PhD on July 27, 2013

Paraphrasing Donald Rumsfeld, there are things we know and things we don’t know, and things we know we don’t know, and things we don’t know we don’t know.

One thing many working people in American don’t know that they don’t know is how poor our social benefits are compare with those enjoyed by workers in other countries. No doubt one reason is the general media blackout about worker experiences in other countries. A case in point: vacation benefits.

The Center for Economic and Policy Research recently completed a study of vacation benefits in advanced capitalist economies. Here is what the authors found:

The United States is the only advanced economy in the world that does not guarantee its workers paid vacation. European countries establish legal rights to at least 20 days of paid vacation per year, with legal requirements of 25 and even 30 or more days in some countries. Australia and New Zealand both require employers to grant at least 20 vacation days per year; Canada and Japan mandate at least 10 paid days off. The gap between paid time off in the United States and the rest of the world is even larger if we include legally mandated paid holidays, where the United States offers none, but most of the rest of the world’s rich countries offer at least six paid holidays per year.

Even though paid vacations and holidays are not legally required in the United States, some employers do provide them to their workers. The table below shows the paid vacations and paid holidays offered in the U.S. private sector based on data from the 2012 National Compensation Survey. The first two columns show the percentage of private sector workers that receive paid leave, vacation and holidays. The next two columns show the average number of paid vacation and paid holidays provided to those employees that receive the relevant benefit. The last two columns show the average number of paid vacation and paid holidays for all private sector workers, meaning those that receive and those that do not receive the relevant benefits.

Thus, on average, private-sector workers in the United States receive ten days of paid vacation per year and six paid holidays. This total still leaves U.S. workers last in the rankings even when compared with the legal minimums highlighted above. And many employers in these other countries also offer more paid leave than legally required.

Moreover, several countries require additional paid leave for younger and older workers, additions that are also not included in the legal minimums highlighted above. For example, “in Switzerland, workers under the age of 30 who do volunteer work with young people are entitled to an additional five days of annual leave. Norway offers an additional week of vacation to workers over the age of 60.”

And some countries provide additional leave for workers with difficult schedules. For example, “Australia offers some shift workers an additional work week of leave. Austria offers workers with ‘heavy night work’ two to three extra days of leave, depending on how frequently they do this shift work, and an additional four days of leave after five years of shift work.”

Several countries offer additional paid leave for jury service, moving, getting married, or community or union work. For example, “French law guarantees unpaid leave for community work, including nine work days for representing an association and six months for projects of ‘international solidarity’ abroad and leave with partial salary for ‘individual training’ that is less than one year. Sweden requires employers to provide paid leave for workers fulfilling union duties.”

Austria, Belgium, Denmark, Greece, and Sweden even require employers to pay workers at a premium rate while they are on vacation.

There is more to say, but the point should be clear. Ignorance of experiences elsewhere has narrowed our own sense of possibilities.

Martin Hart-Landsberg is a professor of economics at Lewis and Clark College. You can follow him at Reports from the Economic Front.

McDonald’s Delusional Blame-the-Victim Budget

Jay Livingston, PhD on July 26, 2013

McDonald’s has distributed a pamphlet showing employees how to make a budget and stick to it. As you can see, the pamphlet is a joint effort by McDonald’s, VISA, and (apparently said with a straight face), Wealth Watchers International. The “key to your financial freedom,” they say, is keeping a budget journal.

Here’s the sample budget McDonald’s uses:

The budget is encouraging, to say the least. With an income of $2060 a month, a 2-earner family can save $100 each month.

But do you notice anything missing? Food, for example. Presumably, that comes out of the $27 a day in spending money. Transportation costs? Car payments are included, but not gasoline or upkeep. On an income of $24,000 a year, will this family have a car that needs no maintenance? And if the two earners have only one car, it’s likely someone will have to take public transportation to work. Oh, wait – maybe they both work at the same McDonald’s. And they never buy clothes.

I’m not sure how McDonald’s employees get health insurance for $20. Or home heating for free.

I compared this budget with those found at the The Economic Policy Institute, which has a “Family Budget Calculator.” You enter the location and the number of adults and children, and it shows the budget for “a secure yet modest living standard.” Since McDonald’s used a 2-earner family, I imagined a family with two adults and one child. Here’s what they would need in San Antonio.

Here’s a northern city, Akron.

Both cities require a monthly income of $4400 for a modest living, more than double what McDonald’s envisions for its employees. The big difference is health care – $1200 a month is a lot more than $20. Then comes transportation ($600 vs. $0). Then there’s the $580 for childcare, an item that is also absent from the McDonald’s budget. (Apparently, workers at Golden Arches are part of that low-fertility problem that some observers in the Wall Street Journal worry about – here for example).

As for daily spending, food alone, at $600, more than wipes out what the McDonald’s budget suggests. Perhaps McDonald’s assumes that the family eats most of their meals on site, taking advantage of the 50% employee discount.

So much for the spending part of the McDonald’s budget. What about the income part? The Glass Door posted these pay ranges for various positions.

Workers might get as little as $6 or even $5 per hour. The average seems closer to $7. Fast food is not covered by federal minimum wage, but let’s use that $7.25 as a default estimate. A forty-hour week, four weeks a month, comes in at $1160 – very close to the $1105 in the McDonald’s sample budget. So that side of the balance sheet is fairly realistic.

That annual income of just under $24,720 is above the official poverty line – $19,530 – but not by all that much. Given the omissions in the expense column, I would think that a family would find it very hard to live on that little. And I doubt they could sock away $100 in savings, no matter how much “journaling” they did.

Cross-posted at Montclair SocioBlog.

Jay Livingston is the chair of the Sociology Department at Montclair State University. You can follow him at Montclair SocioBlog or on Twitter.

work

From Our Archives: For Labor Day

Be Young, Be Cool, Be Happy…as an Apple Consumer

Sentimental Consumerism, the Apple Way

The Surprising Reason We Don’t Tip Flight Attendants

Whimsical Branding Obscures Apple’s Troubled Supply Chain

The Role of Employer Selection in Gendered Job Segregation

The U.S. is Last in Paid Vacation and Holidays

McDonald’s Delusional Blame-the-Victim Budget

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