#16: Material Culture & the Iconic Consciousness
Instructed by Dr. Jeffrey Alexander at Yale University
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“That’s iconic.”
It’s a phrase that we see reiterated across social media channels every day, usually in reference to a person, an outfit, or an action. Beyoncé is iconic. Lady Gaga’s outfits are iconic. Bernie Sanders’ big win in New Hampshire? Iconic, at least by the standards of some demographics on Twitter.
How does society as a whole come to determine what is, and what is not, iconic? And which elements of philosophy and sociology contribute to our understanding of fashion, celebrity, and popular culture? Dr. Jeffrey Alexander, the Lillian Chavenson Saden Professor of Sociology at Yale University, explores these topics with students in his Material Culture & the Iconic Consciousness course.
Material Culture & the Iconic Consciousness
School: Yale University
Course: Material Culture & the Iconic Consciousness
Instructor: Dr. Jeffrey Alexander
Course Description:
How and why do contemporary societies continue to symbolize sacred and profane meanings, investing these meanings with materiality and shaping them aesthetically? Initially exploring such “iconic consciousness” in theoretical terms (philosophy, sociology, semiotics), the course then takes up a series of compelling empirical studies about food and bodies, nature, fashion, celebrities, popular culture, art, architecture, branding, and politics.
Why did you elect to offer this course at Yale this year?
I teach this every other year or so. It’s always generated a strong resonance among undergraduates, e.g. “I will never look at the world the same way again”, kind of thing. I love seminar formats, getting to know students well, and I feel like we are journeying together through a fascinating seascape of powerful ideas.
Is Material Culture and the Iconic Consciousness offered within the department at Yale in which you usually teach?
Yes, but it’s always cross listed with the humanities major, for it is as much about art, aesthetics, popular culture, and design as about “sociology.” Indeed, material culture is not a major field yet in American sociology.
What do you ultimately hope that your students take (or took) away from participating in Material Culture and the Iconic Consciousness?
[I hope] that they will look at images and all other kinds of aesthetic surfaces — look at and experience material objects — in a different manner, one that both luxuriates in the aesthetic experience and is reflexive about its social construction. The latter provides critical reflexivity vis-a-vis the former.
If you could teach a course on any topic at all, what would it be?
I am “living the life.” I am able to teach about topics I consider vital intellectually, and critical socially.
NEXT: #15: How to Not Be a Leader
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