There was a time when everything was simple, uniform, certain, and solid. As Marshall Berman once said, “All that is solid melts into the air”. What we once knew and were familiar with became something strange, ambiguous, exciting, but also frightening at the same time. We have come to a period where differences and changes are considered good. This period is known as “modernization”. Modernity occurred after the period of industrialization during the late 18th century when new standards of living and manufacturing systems were established. Later, the new power of American Capitalism emerged in the 19th century, adopting a new economic system focusing only on making the highest profit out of consumers by creating mass-standardized goods. As a result, the economic cycle of demand and supply must be made sustainable, basically not over-manufacturing commodities when compared with the consumers’ demands. Therefore, it is crucial to encourage people to become good consumers, which is to keep spending money to maintain the cash movement and commodity exchange system. This was when consumerism emerged, changing the way traditional consumption works, from people relying on the basic needs to survive and produce their goods to being incorporated into the idea of limitless desires and possessions. For sure, people were not used to the new concept of consumption, which is why Hollywood steps in as a dominant institution teaching people about consumerism and channeling them to become good consumers. But how Hollywood naturalizes this mass consumption idea and what factors are used to show people the new consumerism will be discussed in the essay, providing two... (The rest of the paragraph is unchanged as it contains citations.)
The chosen article is Two Cheers for Consumerism by James Twitchell. In this article he talks about consumerism, commercialism, and materialism. He argues the stand point of consumers and the role they live by every day. In other hands the critics, Academy, gives the consumers and overview description to their consumers.
Calder’s Thesis for this book follows the development of American consumer culture from its unorganized infancy around the 1890’s to about the 1940’s. There are several references to credit and debt outside this range as a reference to where we started and w...
Imagine it – all the rules you were raised to follow, all the beliefs and norms, everything conventional, shattered. Now imagine It – Clara Bow, the It Girl. The epitome of the avant-garde woman, the archetype of the flapper, was America’s new, young movie actress of the 1920’s. Modern women of the day took heed to Bow’s fresh style and, in turn, yielded danger to the conventional America. Yet Bow’s contagious and popular attitude came with its weaknesses - dealing with fame and the motion picture industry in the 1920’s. Despite this ultimate downfall, Clara’s flair reformed the youth and motion pictures of her time.
The massive amount of consumerism and materalistic ideology came from the decade of the 1980s and proved to be the time of wanting to have luxrious items throughout the daily routine of being an American citizen. The American culture of massive consumerism of the 1980s was influenced by the elements of the American Dream, the iconic pop stars and events, the deep recession troubling the lives of many, and the nationalistic pride that was shown through the actions of recreations and sports. Not only was the 1980s influenced by the culture of consumerism, but it impacted the future generations to only want to become a bigger and better version of the 1980s.
There are many people who are driven by consumerism and many people who wish they can get in touch with that type of world. Consumers are often promoted to advertise more of the products that they are buying to get more people to buy more products. Hari Kunzru, author of “Raj, Bohemian,” creates a narrator who is obsessed with maintaining his individuality and free will in a world that is overcome with consumerism. Believes that the world takes away individuality when consumerism comes into play and how hard it is to maintain their true self. In her LA Times article “Teen Haulers Create a Fashion Force,” Andrea Chang writes about the phenomenon of teenage Youtube users who make videos that publicize their latest shopping binges. She expresses
Advertisements thrust products and services at consumers that they deem necessary in order to be loved, beautiful, happy, and fulfilled. Without these “necessities,” we feel judged, out casted and criticized. These possessions, however, make us self-loathing. Subsequently, we lose our sense of significance and find it hard to accept love and friendship from the people surrounding us. People begin to evade meaningful relationships and commitments—choosing instead to fill the personal hollowness with a display of power they attain from their material possessions. The society we live in reduces us to things; it diminishes our personal relations and portrays connections as transactions, only advisable if there is something to gain. These ideas can be found within John Kavanaugh’s book, Following Christ in a Consumer Society, in which Kavanaugh creates a name for the American way of life--the "Commodity Form." The Commodity Form values products, marketing, and consuming while promoting strategic manipulation that more possessions equate to increased happiness. Within the Commodity Form, people are seen as “replaceable and marketable” objects (Kavanaugh 26)...
Individual’s consumption pattern and purchase decision are strongly influenced by cultural norms and values of the society he lives in (H. S. Kim & Drolet, 2003; Oyserman, Coon, & Kemmelmeier, 2002; Sun, Horn, & Merritt, 2004). Since individuals in collectivist society pay more attention towards harmony of the gro...
A new edition to the course lineup, this week's film classic, Sunset Boulevard. This film will focus on the culture and environment of the Hollywood studio system that produces the kind of motion pictures that the whole world recognizes as "Hollywood movies." There have been many movies from the silent era to the present that either glamorize or vilify the culture of Hollywood, typically focusing on the celebrities (both in front of and behind the camera) who populate the "dream factories" of Hollywood. But we cannot completely understand the culture of Hollywood unless we recognize that motion pictures are big business as well as entertainment, and that Hollywood necessarily includes both creative and commercial
Many theorists suggest that consumption is correlated to the identity of an individual, that by purchasing goods from the mass market, it enables us to visibly establish our position within society. This differs from previous times in which a range of factors such as family histories, character and personal achievements played a significant role (Gabriel and Lang, 2006). Instead, there is the idea that the consumer has the ability to gain pleasure over objects, not just solely by the manipulation of objects, but through the degree of control over their meaning. The degree of control is developed and achieved through imagination and provides greater possibilities of pleasure experiences. This suggests that modern consumption can be seen as device that enables individuals to ‘dream’ about the desires they wish to fulfill. (Campbell, 1989: 79) (Cited in Gabirel & Lang, 2006)
The consumption of products and services is important for the way in which it functions to mark social differences and act as a communicator, but it also gives satisfaction. Style, status and group identification are aspects of identity value. People choose to display commodities or engage in different spheres of consumption in an attempt to express their identity in a certain sort of image. A clear example to demonstrate a way in which someone may communicate their identity is the football supporter. When referring to picture 1, by simply wearing a Manchester United shirt, a...
James, Fredric. 1988. "Postmodernism and Consumer Society." In Studies in Culture: An Introductory Reader, ed. Ann Gray and Jim McGuigan. London: Arnold, 1997, pp. 192-205.
Paul de Man once said, “Modernity exists in the form of a desire to wipe out whatever came earlier, in the hope of reaching at least a point that could be called a true present, a point of origin that marks a new departure.” But what is he really trying to say? Modernity takes out the old and brings in the new, continually upgrading to something else? Modernity appears as a concept of change. It most commonly refers to the social conditions, processes, and discourses resulting from the Age of Enlightenment. The concept of modernity captures the progress of societies, from primitive civilizations, which evolved gradually through discrete stages, reaching a modern age characterized by industrialization and capitalism, concluding in the current, post-modern state of globalization which shapes contemporary society with ever increasing coercion. Modernity can be placed into many different time periods. There are two, however, that are the most relevant: Early modernity and Classical modernity. Early modernity consisted of theorists such as Immanuel Kant, Jean-Jacques Rousseau, Adam Smith and Alexis de Tocqueville. Classical modernity consisted of theorists such as Karl Marx, Emile Durkheim, and Max Weber. Many theorists have defined their own form of “modernity” which will be discussed throughout this paper.
The world that we live now is the place that time before was witnessed of a great transformation of society and life overall. A lot of changes have made us and our life better. A great transformation has lead us to a new way of living, new opportunities and experiences which has made our life better, by this making us more eager to look forward for new things and explore its advantages. This transformation occurred mostly in the 19-20 th century and this phase was named as modernity. A plurality of changes faced out the people life’s, making them satisfied with those changes and in the same time confused. In commons sense, we as humans are not always in favor of changes, and sometimes we refuse to deal with them. “To be modern is to find ourselves in an environment that promises us adventure, power, joy, growth, transformation of ourselves and the world – and, at the same time, that threatens to destroy everything we have, everything we know, and everything we are. Modern environments and experiences cut across all boundaries of geography and ethnicity, of class and nationality, of religion and ideology: in this sense, modernity can be said to unite all mankind.”(Berman 1).Meaning that, in order to be modern and basically to live through this phase we have to adopt this changes and follow them, making them part of everyday life. By this in mind people know that their life will change in dramatically way .Some of those adventures will grow us together and some of them will put as apart. These changes of modernity are reflected a in the paper of Edgar Allan Poe “The Man of the Crowd” . A mysterious story which leads to an ambiguous reading, “The Man of the Crowd” tends to represent the new era of transformation. This manifesto t...
Sassatelli, R. (2007). Consumer Culture: History, Theory and Politics, London: Sage, Page 30, Page 126, Page 132, Page 133
According to Slater (1997), Consumer Culture is the culture of market societies and is defined though market relations. It predominantly is the product of capitalism. He believes that this new culture is a pecuniary culture based on money. The central claim is that the values from the realm of consumption will spill over into other domains of social action. He further argues that Consumer Culture is in principle, universal and impersonal. He simultaneously agues, that there is an ultior claim towards this definition, as although it seems universal and is depicted as a land of freedom, in which everyone can be a consumer, it is also felt to be universal because everybody must be a consumer. ...