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Culture capital is the hidden ledger that posts the scorecard for cultures within society. Culture capital is social interactions that amount to social transactions among the popular people (dominant) and those who observe them (dominated). This kind of capital is related to taste — the taste of the dominating social group. This paper explores the relationship of taste to capitalism, and briefly looks at consumerism through the eyes of Veblen and Bourdieu. Bibliography lists 3 sources. JVcultast.rtf
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popular people (dominant) and those who observe them (dominated). This kind of capital is related to taste - the taste of the dominating social group. Culture capital has very real
benefits to society, both socially and materially. Whatever is "in" by the controlling social group determines what we wear, what we eat, and even what we say. Therefore, it can
be said to give direction for individuals within a culture, and it does give direction for industries. The cultural winners are the ones who have read the scorecard accurately and
are in power. The advantage of cultural capital is that it runs parallel with capitalism. Any industry is served that can be matched
to a great poet (literary) or to a skirt worn by Jennifer Aniston (clothing). Public desires become matters of taste first as cultural capital, then they become material cultural capital.
In the world of automobile manufacturers, when a certain cultural group adopts a new car style (taste), others who do not have power imitate so that they can align themselves
with the powerful. Sales skyrocket and that manufacturer takes over the ring of power, which they will wear until unseated (all power is temporary). In this constant battle, one year
Honda will win; the next Lexus; and so on. There is always an ongoing battle, and an ongoing desire for new tastes to feed.
Trigg (2001) traces the beginning of cultural capital to Thorstein Veblens Theory of the Leisure Class (1899), which is the theory of consumption. Veblens studies found that taste, or
appearing to belong to the upper classes, was so important that poor people would starve in order to purchase a fashionable dress or something else purchased by the upper classes.
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