Monday, 19 April 2010

Social Class

There is no det definition of social class in today's society. Many things can define where a person stands in the social class system, for example, income, job status and family. There are three 'main' classes, upper class, middle class and working class. Today though, this has split up into many different catergories.


Perceptions of class tend to be based on products, colours, family structure, etc. These can all make a difference in what a person thinks of another person. Collages were made of the three main social class groups, to show the perceptions people have of each class.


Working Class





The working class collage shows typical working class values and products. The newspaper 'The Sun' featured heavily in the collage, and its headlines, such as ' Girl pregnant at 10'. These are the sort of headlines that are typically associated with the working class as they are looked down upon for this sort of anti-social behaviour. The family structure of the working class was also featured in the collage. It is perceived that it is mainly divorced families, with lots of children who are in the working class catargory. This is meant to be because the state gives more benefits to families with larger amounts of children. Products that are associated with the class are beans, cheap alcohol and frozen ready meals.














Heinz tomato ketchup advert shows what is perceived to be what typical working/lower class families do and work. The looks of the people, their environment, and the way they act all is perceived to be a working class person.










Also on the collage was a picture of Katie Price aka Jordan, this was put on the collage as she is thought to be a role model to









Middle Class







In this collage were news items with David Cameron in, as it is perceived that his policies reflect middle class values and support the middle class more than the other classes. The National Trust was also in the collage, this shows that membership is of an importance to the middle class society. Membership to go to places like stately homes and places of historical importance are perceived to be high amongst the middle class. The colour purple had a presence on the sheet as well. Rich colurs have a middle class perception about them as they indicate not poorness but not richness either. Home products are an indicator to which class a person belongs to. Typically, middle class people have nice, top of the range appliances within their homes, giving it a more up market feel about them.










As there are two parts to middle class, upper middle and lower middle, it is easier for advertisers to target the class as a whole. Adverts such as the Waitrose picnic advert show a typical middle class activity to target the type of people Waitrose would like to associate themeselves with.



















Upper Class








Upper class people tend to buy finer products, such as designer items (Chanel, Rolex, items from Harrods). These sort of items have an upper class feel about them and people can tell just by looking at them that they are upper class and have more disposable income compared to others. The sort of colours upper class businesses use are typically racing green, gold, silver, colours with an expensive feeling about them. These are used in homes, products and signs. There are typical accents associated with the upper class, which is usually a southern, from areas around London.










The collage for the upper class also shows types of companies associated with the upper class, such as Morris &Co, Baker and Town & Country. Animals which have an expensive feeling about them, such as pure breed dogs, horses and tigers.





















The Chanel advert shows a famous, flawless celebrity, of which is associated with the upper class due to her accent and income, wearing a designer gown to promote the perfume. The setting of the advert is in an expensive looking flat, again which says upper class. All of the sections in the advert show upper class values and products.




Middle Class


The collage which was done for the middle class consisted of a news article about David Cameron. David Cameron could be considered middle class as his policies and values are said to relfect middle class ideas and benefit the middle class the most. The National Trust also featured in the collage. This is because it is percieved that the middle class join membership clubs such as this, which gives them access to places where others are not allowed if they are not part of the club, such as stately homes and places of historical interest. This could be thought to be because it provides an exclusivity which only they have. The colour purple was also in the mood board. Colours have different meanings to each other colour. Rich, full colours such as purple suggest a richness which is not quite rich but not poor either.


Within the middle class, there are two sub-sections, upper middle and lower middle, which are determined due to a persons perception of class. Advertisers target the middle class as a whole. Adverts such as the Waitrose picnic advert show what is perceived to be a typical activity of a middle class family.




Household items are also said to be able to give some sort of indication to a person's class. Middle class home's are associated with top of the range items, which would not be found in places like Comet or Currys but instead in stores which deal especially with that area of the house.


Upper Class


The upper class are the top of the social class hierarchy. They are associated with wealth and good looks. Within the collage made for this class, were stores such as Harrods, Baker and Town & Country. These are typically posh, expensive stores which only the very best can afford. The colours of these stores and other upper class stores are typically colours associated with the rich. Racing green, gold and silver show expense and represent the very best. Perceptions of the upper class lead to people believing they only buy the finest items, for example things from Chanel or Selfridges, and do not shop on the high street like the working and middle classes might do. All of the pictures on the collage showed wealth. There was a picture of sparkling white teeth which shows cosmetic surgery, which could only be afforded by the upper class who have more disposable income to spend. Animals represent wealth too. Animals such as pure breed dogs, horses and tigers show wealth and royality. Accent is also perceived to be a big give away of class. Upper class people are meant to speak 'poshly' as they usually live in wealthy areas just outisde cities, which are usually in the south.




This Chanel advert shows a flawless, famous celebrity, who is perceived to be upper class due to her accent and income, wearing a designer down to advertise the perfume. The setting in an expensive looking apartment, the dress and the make up of Keira Knightly all say 'im upper class' as it is all flawless and what people percieve to be upper class.





Classes are all perceived to be different. This 'Frost Report' is a comedy take on the differences within the classes. It shows the attitude differences, what each class is believed to think about the other classes and different looks between the classes. Even though it was done many years ago, the sketch could still be applicable due to the news, and peoples upbringing in certain classes.



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