Analysis Of What's Changed? By Jane Hammerslough

A majority of people purchase items they want and not what they need. Some individuals believe the falsified advertisements, which make it look like certain items are needed for survival. In the article, “What’s Changed?” Jane Hammerslough discusses materialism and how it has significantly grown in modern societies. Every purchase an individual’s makes impacts their place in society as well their values. The exemplary example, with reference to Hammerslough’s assertion is the text, “The Cult You’re In” Kalle Lasn, discusses a cult-like nature of consumer culture on Americans. Lasn uses the word ‘cult’ as a metaphor; he does not mean an actual cult, but American consumers seem to be in a group that procures the same commodities. Hammerslough

is precise in asserting that American Consumers’ rank in society and their values are now problematically linked to their purchases. Keeping up with new changes is due to the fear of falling behind, having more options takes more from us than we receive, the amount of money for material objects with a personal link has no limit, an object worth value has nothing to do with its price, and lastly, only certain characteristics are worth possessing in this world.
Technology is seen to be a beneficial asset and also an essential that one may not be able to survive without.

Hammerslough argues, “To keep up with such speedy changes, we’re forced to give material objects more thought. Solving problems we never knew about in the past has now become a pressing necessity (314)”. The consistent developing of technology makes American consumers endure purchasing the most recent products, otherwise ones place in society may fall behind. Staying up-to-date is required in today’s society because having the latest version of technology is understood as a requirement because without it, one may be excluded. Lasn states, “Do you feel as if you’re in a cult? Probably not. The atmosphere is quite un-Moonielike. We’re free to roam and recreate. No one seems to be forcing us to do anything we don’t want to do. (378)”. American consumers feel free to do as they please, but not really. They buy products and keep up with changes because one does not want to fail to keep up with society. Technology is helpful and convenient; however it has its drawbacks with the constant updates, and making consumers feel obligated to always buy the most recent version of technology. Hammerslough’s concerns about technology is factual because of consumers believe they are choosing whether or not to buy items, however, it is society who

chooses.
Having a variety of selections is supposed to be advantageous for consumers but they just end up giving up more than receiving by the unlimited numbers of choices. Hammerslough points out, “Obviously, we want choices; we ask for them. But the growing number of choices of material things demands more of us (315)”. Choices are good, no one wants to be limited to buy an item in only one sort of brand or forced to buy an essential item with no options to choose from. On the other hand, having so many options may seem to be beneficial for American consumers but it is quite the contrary, having all these options is taking more from consumers than it gives. Lasn writes, “Christmas, Super Bowl, Easter, pay-per-view boxing match, summer Olympics, Mother’s Day, Father’s Day, Thanksgiving, Halloween. Each has its own imperatives-stuff you have to buy, things you have to do (380)”. All these holidays and rituals that American consumers celebrate, requires more than they get in return from these events. Each holiday and ritual has several different items to buy, whether it is decorations, food, games, movies, shows, gifts, costumes, etc. The list for such events is endless and having so many options of each item is overwhelming. Individuals feel obligated to buy into these items for the occasions and have been for the past decade or so. However, the vast numbers of items to buy is increasing every year as companies come out with new products all the time. Hammerslough’s assertion is fair because as consumers we do receive a sort of joy, and gain emotional appeals, but ultimately, consumers give up a great deal of time and money.
Placing a personal link in material objects has become widely common and makes consumers pay outrageous prices for items which would normally cost them a decent amount of money. Hammerslough claims, “While reverence of relics is nothing new, the number of things linking ownership with the spirit of a person or an experience has grown dramatically (317)”. It can be the smallest item, but when a person has possession of such an item that was used, touched, or belonged to someone that they looked up to, the individual worships it, feels as though, they share a piece of the fame, wealth, success of the person they think very highly of. With that said, individuals are willing to pay extreme amounts of money for such an item. Lasn emphasizes, “Michael Jordan goes up on your bedroom door. He is your first hero, throwing a glow around the first brand in your life-Nike. You wanna be like Mike (379)”. Idolizing athletes, models, actors, artists, etc. can be problematic. People are connecting themselves into purchases that someone famous or successful use to have because consumers feel as though when purchasing such an item, one is buying a piece of that famous individual. People are willing to pay millions of dollars for a pair of shoes that Michael Jordan signed, and the same shoes without his signature may be only a few hundred dollars. The extent to which consumers are willing to go for material objects that have been linked with the spirit of the person is outrageous, as Hammerslough emphasizes.
As society changes due to modernizing and developing, so does the meaning of good value.

An object worth good value is determined by how society sees it. Hammerslough contends, “A fairly low price and decent quality for an item are no longer the only standards of what makes for good ‘value.’ The other sense of value- a source of strength or esteem-creeps into material objects as well (317)”. As years pass on by, the meaning of value one considers in making a purchase changes. How much an item is worth is no longer what is considered as good value, good value is considered to be an item that gives power, a feeling of being dominant over others who do not have such an item and revere those items. Lasn implies, “Your friends reinforce the brandhunting. Wearing the same stuff and hearing the same music makes you a fraternity, united in soul and form (379)”. Sometimes consumers buy items to fit into a clique or crowd. The clothes and valuables one wears and owns define their place in society. Wearing clothes out of date or different from others may make that person an outsider or outcast. Hammerslough’s claim was accurate because the truth is, most people do not even want the product; only buy it to feel dominant and feeling of acceptance to boost their

self-esteem.
Only certain qualities are worth having in this distorted society if one wants to repair their values. Hammerslough observes, “In this skewed framework, however, only some values are worth possessing; others, such as patience, forbearance, acceptance, compassion, modesty, thrift, and, uh, self-restraint are notably absent (318)”. Individuals have lost their value and those listed by Hammerslough are the wrong values worth possessing. Society has become distorted because of people retaining such values. Lasn reports, “Dreams by definition, are supposed to be unique and imaginative. Yet the bulk of the population is dreaming the same dream. It’s a dream of wealth, power, fame, plenty of sex, and exciting recreation opportunities (380)”. American consumers are not aware of how alike everyone is to one another. Individuals are surrendering their good values to possess values that make this society so skewed. People are having the same dream due to having those horrendous values. Hammerslough’s claim about possessing the wrong set of values is accurate because if it was not the same set of values in a huge portion of the population, they would not be having the same dream.
In other words, an individual’s rank in society is based on his/her purchases and also the value they put in material objects is highly increasing. People do not feel as if they are forced to do anything, however consumers are. People do not buy all these items because they need them; they purchase items because they want them because society makes them feel as though every item is a necessity. With that in mind, the abundant amount of choices consumers have, is giving shoppers more choices, however, shoppers end up spending more time, and more money to decide which item to buy. With spending more money in mind, the objects people are now linking spirits to, are willing to pay any amount of money. Material objects are more than just the object itself, they determine an individual’s place in society as well the individual’s values.