Timothy Knight – Habitus

Posted: October 11, 2013 in Uncategorized

This new Maserati commercial perfectly portrays the term habitus, as Pierre Bourdieu refers to as, a lifestyle, values, the nature and beliefs of a specific social group that are learned through everyday life. The specific subjects of the habitus are the outcome of the constant bombardment of advertisements that strips away particular social groups individuality, and makes them reform to an image of the social group they are in. Maserati is reaching out to the upper class social group that believes they are classier then the rest of society since they have money to buy fancy objects. The upper class social group thinks that if they buy a Maserati then they will be classier then the rest of society and more importantly show people that they are rich.

  1. cs341blog says:

    This is a great advertisement too look at habitus. In a certain light one could argue that the bombardment of the Maserati symbol could be an attempt to create a form of symbolic capital through the demonstration of ones economic capital. This advertisement in one form or another brings forth many different types of capital as discussed by Bordieu. (Michael Kiehn)

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