The

Psychological
Sometimes I feel that I am not me. View of the Self
 Self-
Concept
Is an organized consistent set of
perceptions and beliefs about Past Experiences, Personality Traits, Own Observation,
oneself. Values, Goals, Social Abilities, Physical Feed Back from
Roles Features Others.
Self-Schema- the perceptions we
believe about oneself and it is
formed by numerous factors that
we may be aware or un aware of.
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 The Real
Self and the 1 2

Ideal Self Person we want to be. Who we actually are

Carl Rogers asserted that there are

two selves 1 is the Ideal Self and 2 Idealized person of our self How I see Me
is the Real Self.
How I should be Also Called the Actual self.

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Congruence
and
Incongruence
According to Rogers the gap
between the ideal self and the real
self affects our self-esteem
Congruence – is the good
alignment of the real self
and ideal self.
Ideal Self Real Self
Incongruence – when we
feel frustrated and
disappointed about our
selves

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 Self-Esteem
and Self Social Self-Image Academic Self-Image Emotional Self-Image

Efficacy Relationships
Peers
Course work
English
Emotional expression
Anger
Self- Esteem – refers to one’s Significant others History Happiness
overall assessment of one’s worth
as a person.
Self- Efficacy – how one performs.

Physical Self-Image

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 Openness to

A fully
A flexible self concept
experience

functioning
individual
This means that the person is in touch
with the here and now, his or her
subjective experiences and feelings
continually growing and changing. The ability to live Unconditional positive
harmony with others. regard of the self 6
 The Consumer
Culture and
the Material
One innocent purchase can
unexpectedly spiral into endless cycle
Self
of complementary consumption.
The “Diderot
Effect”

One innocent purchase can

unexpectedly spiral into endless
cycle of complementary
consumption: the kind which
prey’s on one’s yearning for a
cohesive identity.
“The things you own end up owning you.”
-Tyler Durden from the novel Fight Club
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 The Material
Self: Living in a
Material World
Willam James has a special
fascination with the importance
of clothes to people? He claimed
that “the old saying that the
human person is composed of
three parts – soul, body and
clothes –is more than a joke 9
 Best Buys:
Consumer
Culture and
the Self
“Necessity is the mother of
consumption”
We consume because we need to.
Irrefutable fact: Consumption has
become to pervasive that it now
seems to be the second nature of
us; and became part of our
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identity.
 I Saw the
Sign: The
Semiotics od Diachronically or over
a relative period of
Synchronically or at a
given point

Consumption time.

Ferdinand de Saussure – said that

meanings are base off conventions
and are, by nature arbitrary.
Signifier- can be a phrase, sound,
or image.
Signified- the concept or
abstraction attached to it. 11
Paradigmatic
Chain:
A continuum of words with
identical functions that can serve
as substitute for each other.

Emile Benveniste – said that the

very foundations of subjectivity
are determined by a person’s
linguistic status; by the dominant
practices in his/her immediate Promotion> Advertisement t> Commercial > Propaganda
context 12
Langue and
Parole
Langue - is language as a structure
that indicates the rules and
conventions.
Parole – is any given linguistic
fragment or item extracted from
that very structure.

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 Denotation
and
Connotation
Denotation – defined as the literal
interpretation of something.

Connotation – pertains to culture-

specific meanings and ideologies,
attached to it for the purpose of
myth-making.
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 Anchorage
and Relay
Roland Barthes introduced two
types of relationship between text
and image: Anchorage and Relay.
Anchorage – underlines the
importance of text in making
sense of an image.
Relay – puts emphasis on a more
complementary relationship
between the two.

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 How Do I
Decide
What to Buy
Philip Kotler and his
“Buyer Decision Process”

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