Consumption Culture

Universidad Del Norte Business School

Midterm 201910 (25%)

Choose only two out of the four questions available. Each question is worth 2.5. You must send the solution to
the chosen questions in this file. Please do not forget to save the file with your complete name before you upload
it to Blackboard. Good Luck!

1) If you are familiar with 'Game of Thrones', you know that is a story that takes place in Westeros, a continent
divided into seven kingdoms and in which the medieval world persists, with nobles, vassals and great fortresses
ruled each by a king or a lord. Take the universe of 'Game of Thrones' and from a cultural studies perspective,
analyze the elements of the material and abstract culture that you identify constitute the fictional world of this
story. You could take one of the kingdoms as an example and build your arguments only using the literature from
the course. Do not forget to use proper citation in text and adding the references you used at the end of your
answer. You are expected not to write a simple description but to argue why and how you can use a cultural
approach to understand the world of ‘Game of Thrones’. Use the Iceberg metaphor as guidance.

artefacts, language,
Surface Culture behaviors, symbols,
customs, traditions

norms, roles, beliefs,

ideologies, world view

Deep Culture

morals, values

2) Elaborate a conceptual map in which you clearly show the key elements of Featherstone's chapter on Theories
of Consumer Culture. Your conceptual map must highlight and articulate the author's approach to the
understanding of what Consumer Culture is.

You are welcome to make it by handwriting and then scanning it or taking a clear picture of your map. You could
also use power point or one of the following tools for the elaboration of your conceptual map:

https://www.lucidchart.com/pages/concept-map

https://www.visme.co/concept-map-maker/

If you are using one of the above, download or take a screenshot of your map and insert/paste it here, since
sometimes the links can fail, it is best to provide the actual conceptual map. The important thing is that you are
able to submit a clear conceptual map with the requested task.
3) Based on what you know about Culture, analyze the following phrase: The success of a marketing manager
lies in his/her ability to manage the cultural diversity present in the markets he/she serves. Express your degree
of agreement or disagreement and argue why.

4) Analyze and explain the following quote:

(motivate your answer)

IMPORTANT: Since this midterm is online it might happen that you meet with others to discuss the contents of
the exam (I am not encouraging that you do so). Each student must present his or her own evaluation and original
content. It is a strictly individual evaluation.

Do not forget to motivate your answers using the literature of the course. Be careful of any copyright
infringement by making the corresponding citations and use of references. The violation of this condition implies
failing the midterm and being reported for the corresponding disciplinary process for academic plagiarism. The
latter also applies for exams that show equal content among students.