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Our Consumer Society

Then & Now・48 minutes read

Consumer society is driven by shops, new experiences, and products, with a shift towards conscious consumerism as seen in the textile industry. The text explores the roots, impact, and criticisms of consumerism, emphasizing a need for depth and meaning amidst shallow consumption practices.

Insights

  • Consumer society is deeply rooted in the acquisition of goods for happiness, emphasizing the cult of the new, and measuring societal worth through monetary value.
  • The text discusses the multifaceted nature of consumer culture, highlighting the importance of depth and meaning in consumption, the active role of consumers in decoding and reframing commercial messages, and the potential for personalization and creativity to transcend the shallowness of consumerism.

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Recent questions

  • What is consumer society based on?

    Consumer society revolves around shops, supermarkets, new experiences, and new stuff.

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Summary

00:00

"Evolution of Consumer Society and Consumerism"

  • Consumer society revolves around shops, supermarkets, new experiences, and new stuff.
  • Conscious consumerism is gaining traction, with the textile industry in Leicester under investigation.
  • Consumerism encompasses image, advertising, marketing, one-day delivery, product placement, gadgets, and fast fashion.
  • Consumerism involves both frivolous fashion and meaningful consumption like new foods, books, travel, and art.
  • Historically, consumerism meant using up items like candles, food, drink, and wood that would disappear.
  • A consumer revolution occurred from the 1950s, transforming society into a consumer-focused one.
  • Consumer society offers a wider variety of goods, shops, services, pervasive marketing, and commercialization.
  • Consumerism is defined by acquisition, consumption for happiness, the cult of the new, and money value as a measure of societal worth.
  • Consumerism's roots lie in Renaissance Italy's trade expansion, leading to increased wealth and disposable income.
  • The post-war consumer revolution marked a fundamental break from the past, with mass consumption, advertising, and disposable income growth.

23:28

Consumer Culture: Desires, Trends, and Critiques

  • Psychologist and marketer Ernest Dicta emphasized selling fantasies and new identities rather than just fulfilling needs.
  • Paul Missouri from Lehman Brothers advocated shifting America towards a desires culture, prioritizing wants over needs.
  • Retail analyst Victor Labao highlighted the necessity of consumption as a way of life for a productive economy.
  • The landscape of desire intertwined production, consumption, marketing, and advertising, shaping individual desires and societal trends.
  • Sociologist Thorstein Veblen coined "conspicuous consumption," where displaying luxury goods indicated social status.
  • Economist Harvey Liebenstein noted the bandwagon effect, where middle classes imitate wealthy consumption to show status.
  • Social mimicry, influenced by heroes of consumption, dictates trends and desires in society.
  • Sociologist George Simmel described how upper classes constantly change styles to differentiate themselves from the masses.
  • Philosopher Jean Baudrillard critiqued the post-war consumer society for its emphasis on conspicuousness and constant turnover of trends.
  • Critics argue that consumerism leads to addiction, environmental degradation, and a modern consumer mentality that alienates individuals from their true needs and values.

46:22

"Consumer Code: Shaping Desires and Preferences"

  • The mug in question is valued not for its aesthetics or size but for its high cost and embedded diamonds in the rim.
  • The concept of sign value, as proposed by Madriard, suggests that items are valued based on their social significance rather than their utility or economic worth.
  • Beaudread introduces the idea of a consumer code, where desires are socially constructed and influenced by external factors like brand names and social status.
  • The consumer code is likened to a language that dictates our desires and preferences, shaping our needs based on societal norms and influences.
  • Baudrillard connects conspicuous consumption to the desire for social distinction and individuality, highlighting the tension between conformity and originality.
  • Modern furniture and products, like those from IKEA and Apple, are designed to fit seamlessly into the consumer code, emphasizing flexibility and neutrality over tradition and uniqueness.
  • Kitsch products are critiqued for their lack of real significance, serving as shallow imitations disconnected from their original purpose or meaning.
  • Pop art is described as surface-level, using familiar symbols and signifiers without delving into deeper meanings or contexts.
  • Post-modern culture, as analyzed by Jameson, is characterized by a shallow depthlessness, disconnected from history and reality due to rapid changes and fragmented conditions.
  • Harvey delves into the economic foundations of this depthlessness, attributing it to the shift from Fordism to flexible accumulation, leading to a fractured and segmented culture driven by fast-paced consumption and constant turnover of trends.

01:09:03

"Depth in Consumer Culture: Beyond Shallow Consumption"

  • The text discusses the importance of creating depth and meaning in consumer culture by exploring various interconnected interests such as filmmaking, photography, and the history of these mediums.
  • It highlights the depthlessness of consumer culture as critiqued by philosophers like Jameson and Baudrillard, emphasizing that not all consumption is shallow and negative.
  • Consumers are portrayed as active participants who decode, reinterpret, and criticize the meaning of products, ads, and marketing, reframing them beyond their commercial value.
  • The text mentions how DIY activities like decorating, personalizing, and adapting items in the home create a de-commoditized personal sphere, transcending consumerism's flatness.
  • It delves into the positive aspects of connoisseurship, collectibles, and hobbies, showcasing how they can bring depth, creativity, and connection in contrast to consumerism's shallowness.
  • The text explores the complexities of ethical consumption, pointing out the challenges in making conscious consumer choices despite increasing awareness of issues like fast fashion and environmental degradation.
  • It concludes by suggesting a multi-faceted approach to understanding and addressing consumer society's problems, advocating for a deeper exploration of personal beliefs, engagement with politics, and a practical application of philosophical concepts.
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