OUGD505 - Product, Range & Distribution - Study Task 01: Presenting Research

Accompanying Notes:

• Introducing Subject
• Class is no longer as simple as it was in the days of programmes such as Downton Abbey, no longer a 3-strata system.
• The Queen - Essentially at the top of the class system, the most Elite.
• The Late Princess Diana (The People's Princess) - Broke down the divide between royalty and the public.
• William & Kate - Appearing more relatable, 'normal' to the public, allowing more people to identify with them despite class differences.
• The old 3 strata class system - Upper, Middle, Lower class.

The new 7 social classes of 21st Century Britain

• Elite - This is the wealthiest and most privileged group in the UK. They went to private school and elite universities and enjoy high cultural activities such as listening to classical music and going to the opera.
• Established middle class - This is the most gregarious and the second wealthiest of all the class groups. They work in traditional professions and socialise with a wide variety of people, and take part in a wide variety of cultural activities.
• Technical middle class - This is a small, distinctive and prosperous new class group. They prefer emerging culture, such as social media, and mix mainly among themselves. They work in science and tech and come from middle-class backgrounds.
• New affluent workers - These people are economically secure, without being well-off. This class group is sociable, has lots of cultural interests and sits in the middle of all the groups in terms of wealth. They're likely to come from working class backgrounds.
• Traditional working class - This group has the oldest average age, and they're likely to own their own home. They mix among themselves and don't enjoy emerging culture. Jobs in this group include lorry drivers, cleaners and electricians.
• Emergent service workers - These young people have high social and cultural capital - so they know people from all different walks of life, and enjoy a wide range of cultural activities - but are not financially secure.
• Precariat - The poorest and most deprived social group. They tend to mix socially with people like them and don't have a broad range of cultural interests. More than 80% rent their home.

Portrayal / Stereotyping of Classes in the Media

• Lower Class - The Mooreside (story of Shannon Matthews). Un-truthful representation of neighbourhood. Controversy. Negative perceptions of the lower class.
• Upper Class - Made in Chelsea. Idealising the lives of young, rich 20-something year olds from privileged backgrounds living in exclusive London postcodes. Stereotypes.

Adrian Shaughnessy - The Politics of Desire & Looting

• Questioning the role played by designers in the London Riots.
• Blame on designers for creating desirable products/packaging/lifestyle pieces.
• Consumerism.
• Responses and comments on the Article - mainly negative.

Cultural Relativism Theory

The theory that beliefs, customs, and morality exist in relation to the particular culture from which they originate and are not absolute.

Objectives for the Project

To show that wealth and class are not necessarily related/connected and that class is a mind-set as opposed to an assigned status.

Feedback

Feedback received detailed that the project should focus on the monetary side of class and the system itself rather than the Royal family.