++ Tutorial 4? ++

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

The idea of choice refers to the freedom to choice and having many more options in ones purchases.For instance, when an individual is buying a dress, she has the choice to either purchase the product from Forever21 or Bershka, according to her wants and needs.Elements that influence these decisions and choices are factors such as price, complementary gifts and maybe even external factors like if her spouse thinks it looks pretty or not.

b. What does it mean in terms of hegemony?

Hegemony means leadership by power and  is usually used in a more political atmosphere. For example in Malaysian context, Barisan Nasional has hegemony over the people of Selangor.

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

Hegemony is leadership by power. therefore, the people in power assume that their methods and approaches are the only right ways although they may be completely wrong from another person's point of view. As a result, questioning the legitimacy could result in intense controversies making it difficult to control people in power and the ones questioning legitimacy. Therefore, one of the reasons people do not generally question the legitimacy is because of the fear that they may end up ruining their very own lives. It is obviously natural for humans to feel at ease and more comfortable associating with a group people rather than being a complete loner.Furthermore, humans in general prefer to avoid conflicts especially in things that are out of their control.

d. What is "the paradox of choice"?

A paradox can be defined as a seemingly contradictory statement that may nonetheless be true" and choice is "An act of selecting or making a decision when faced with two or more possibilities". 

Combining both words, it means that sometimes, things are just not what they seem to be. For example, the thought of having more options, more choices is thought to be better as one might be able to find an option that is tailor made to one's own preference.
However, there are times when having too many choices lead to complications just like how Schwartz gave his example of having too many choices of jeans but he ended up having difficulties in choosing.