Media Representations of Retail Work in America

Media Representations of Retail Work in America explores how retail workers are portrayed in popular media, tracing the development of the trade from a career opportunity to a deskilled job with low pay and benefits.

Format: Hardback
Length: 152 pages
Publication date: 15 November 2022
Publisher: Lexington Books

The retail trade in the United States has experienced significant transformations throughout the 20th century, and these changes have been extensively documented in media narratives. In order to delve into the representations of retail workers in popular media, Brittany Clark's book, "Media Representations of Retail Work in America," provides a comprehensive analysis of a wide range of texts, including films, television shows, advertisements, and internet memes. Through close readings of these diverse sources, Clark traces the evolution of the retail trade from a career opportunity that demanded a unique set of skills in the early 20th century to its current state, where the job has been deskilled and retail workers face low pay and limited benefits.

The retail trade has undergone a remarkable transformation over the course of the 20th century in the United States. This transformation has been reflected in the media, with popular media representations of retail workers playing a significant role in shaping public perceptions and attitudes towards this industry. In her book, "Media Representations of Retail Work in America," Brittany Clark explores the various ways in which retail workers are portrayed in popular media, including films, television shows, advertisements, and internet memes.

Clark's analysis reveals that the representations of retail workers have evolved significantly over time. In the early 20th century, the retail trade was seen as a career opportunity that required a distinct set of skills and knowledge. Retail workers were often portrayed as hardworking, dedicated individuals who were committed to providing excellent customer service. They were often depicted as members of the middle class, striving to provide for their families and achieve economic stability.

However, as time passed, the retail trade began to undergo significant changes. The rise of big box stores, the decline of independent retailers, and the introduction of technology into the workplace have all contributed to the deskilling of retail workers. Many retail jobs now require minimal training and experience, and workers are often expected to perform repetitive tasks with little autonomy or decision-making power.

As a result, retail workers have faced a range of challenges, including low pay, lack of benefits, and limited job security. Many retail workers are paid minimum wage, which is insufficient to cover their basic needs and provide a decent quality of life. Additionally, retail workers are often excluded from benefits such as health insurance, retirement plans, and paid time off, which can leave them vulnerable to financial insecurity and health problems.

The low pay and lack of benefits for retail workers have been widely documented in the media. Films, television shows, and advertisements often portray retail workers as unskilled, low-status individuals who are exploited by their employers. These portrayals can contribute to negative stereotypes and attitudes towards retail workers, which can make it difficult for them to find employment and advance in their careers.

In addition to the negative portrayals of retail workers in the media, there are also positive representations that challenge these stereotypes. For example, some films and television shows have depicted retail workers as innovative and creative individuals who are able to find solutions to complex problems and improve the customer experience. These portrayals can help to challenge negative stereotypes and promote a more positive image of retail workers.

Internet memes have also played a role in shaping public perceptions of retail workers. Memes often humorously depict the challenges and frustrations that retail workers face, such as long hours, rude customers, and low pay. These memes can help to raise awareness about the issues that retail workers face and promote a sense of solidarity among workers.

Overall, the representations of retail workers in popular media have undergone a significant transformation over the course of the 20th century. While there have been negative portrayals that contribute to negative stereotypes and attitudes, there have also been positive representations that challenge these stereotypes and promote a more positive image of retail workers. It is important for the media to continue to explore and document the experiences of retail workers in order to promote a more fair and equitable workplace for all.

Dimension: 229 x 152 (mm)
ISBN-13: 9781666906387