Brands in Society, Society in Brands

  • Arthur Asa Berger


After offering a summary of what the book deals with, I discuss grid-group theory, which argues that there are four competing lifestyles/taste cultures that exist in any society: elitists, individualists, egalitarians, and fatalists. I suggest how each of these lifestyles shapes our choices in automobiles, smartphones, wine, and so on, and our choices in media and popular culture. This leads to a consideration of class differences in societies and the role class differences play, according to the French sociologist Pierre Bourdieu, in determining our taste preferences. These preferences involve objects we buy but also political parties with which we identify.


Grid-group Lifestyles Elitists Individualists Egalitarians Fatalists Class differences Taste 


  1. Bourdieu, Pierre. (1993). Sociology in Question. London: Sage.Google Scholar
  2. Falk, Pasi and Colin Campbell. (1997). The Shopping Experience. London: Sage.Google Scholar
  3. Gans, Herbert. (1974). Popular Culture and High Culture: An Analysis and Evaluation of Taste. New York: Basic Books.Google Scholar
  4. Thompson, Michael, Richard Ellis and Aaron Wildavsky. (1990). Cultural Theory. Boulder, CO: Westview.Google Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Arthur Asa Berger
    • 1
  1. 1.Department of Broadcast and Electronic Communication ArtsSan Francisco State UniversitySan FranciscoUSA

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