TUTORIAL QUESTION 4

1. How is the idea of "choice" a value that is built into consumer-capitalist society?

The idea of choice in the context of a consumer-capitalist society means to have the freedom to choose, to have more options in their purchases. example like when a woman wants to choose perfume,she would choose the brand such as chanel, bvlgary, dolce gabbana,etc. Factors that influence the choice would be prices, discounts, additional gifts and other external factors. Internal factors lie on the functions of the item that wants to be purchases, generally comparing it to another similar product.

2. What does it mean in terms of hegemony?

The term "hegemony" refers to the leadership, dominance or great influence that one entity or group of people has over others

Modern uses of "hegemony" often refer to a group in a society having power over others within that society. For example, the wealthy class might be said to have hegemony over the poor because of its ability to use its money to influence many aspects of society and government.

3. Why is it important for hegemony that we don't question its legitimacy? Why don't we?

Hegemony is leadership by power and the ones in power tend to think that their ways are the only right ways despite making little sense. Therefore, questioning its legitimacy may result in controversy and it is easier to control people who are submissive and follows whatever the person in power says.

The reason people usually do not question its legitimacy is the fear that we may end up jeopardizing our lives. It is of human nature to feel more comfortable being with a group of people rather than being alone and this leads to conformity. Furthermore, humans in general prefer to avoid conflicts especially in things that are out of their control.

4. What is "the paradox of choice"?

A paradox is a statement or concept that contains conflicting ideas.  choice is "An act of selecting or making a decision when faced with two or more possibilities". 

 More choices lead to lower overall sales. That makes no sense in the narrow rationality often used in economic models, and some evidence suggests it might not actually be true.