“People recognise themselves in their commodities; they find their soul in their automobiles, hi-fi sets, split level homes………social control is anchored in the new needs which the consumer society has produced." (Marcuse,1968:24)To what extent are we controlled by the consumer society we live in?
The rise of the consumer culture is a phenomenon characteristic for the twentieth century. The impact of this cultural movement is disputable.
The quote above was taken from Marcuse’s book “One dimensional man.”(1964) Marcuse believed that the products of consumer capitalism indoctrinate and manipulate society to promote a false consciousness of needs which become a way of life. He saw this as another form of totalitarianism which binds consumers to producers and uses the pleasures of consumer lifestyle as instruments of control and domination. Therefore the question arises whether the culture of consumerism poses a profound threat to the freedom and individuality of the consumer.
In response to this claim, the essay will argue that Marcuse has been right in arguing the advertising and consumerisms aims to manipulate the consumer’s consciousness.
Furthermore by taking an existentialist approach it will argue that society ultimately chooses their own path and consents to their own destiny. It also takes into consideration that in the contemporary society consumerism is omnipresent; therefore the option of choice is diffused.
The essay, will be structured in the following way. It will first outline the concept of consumer culture and its development in the last century. Moreover it will outline the change from the age of modernism to the post-modernist era.
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. ...
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In James Twitchell’s article, “What We Are to Consumers,” he states that “the object of much consumer
Lyotard, Jean-Francois. "Excerpts from The Postmodern Condition: A Report on Knowledge." Hutcheon and Natoli 71-90.
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...
In historical context the rise of the free market industries is at its peak. In the year 1999 oil industries, electronics, fast food, clothing lines hit the front line. For the first time ever poor people are able to have what rich people have. Keeping up with the Jones, as many people say. There is this mindset of get it now and pay for it later. This leave most of the working class in debt. While consumers get the latest luxuries they are being “Consumed by Consumerism” (Domigpe). We have all become slaves to the brands of everything we buy. For example, when new electronics come out on the market that is mostly a want, but looks awesome, we buy it to keep up with the Jones and also because the advertisements tell us to. We also need the companies to live, because without them there is no employment. “Because of this circle, which is hanging over everybody in a modern society, the capitalists have pushed us into a place, where consumerism and capitalism go hand in hand” (Denzin). With the deb...
Consumerism is the idea that influences people to purchase items in great amounts. Consumerism makes trying to live the life of a “perfect American” rather difficult. It interferes with society by replacing the normal necessities for life with the desire for things with not much concern for the true value of the desired object. Children are always easily influenced by what they watch on television. Swimme suggests in his work “How Do Kids Get So Caught Up in Consumerism” that although an advertiser’s objective is to make money, the younger generation is being manipulated when seeing these advertisements. Before getting a good understanding of a religion, a child will have seen and absorbed at least 30,000 advertisements. The amount of time teenagers spend in high school is lesser than the amount of advertisement that they have seen (155). The huge amount of advertisements exposed to the younger generation is becomi...
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
"Men", was a very fascinating dance piece, about a group of older men who travel from all over, to come together in order to reminisce about the long lives they have lived. In doing so they all resort back to a childhood state of mind, and get to experience growing up all over again. Throughout the film each man leaves a token of his past behind, for example the pictures in the beginning, the footprints in the snow, and the white rocks placed on the ground to map out where the dancer has been in the past. These tokens represent a mark the man has made on the world, in some way, shape or form. At first the dancers bodies move sluggishly, and their faces express a feeling of weakness and tiredness. But once spring ca...
Owen, Wilfred. "Dulce et Decorum Est." Literature and the Writing Process. By Elizabeth McMahan., et al. 10th ed. Upper Saddle River, NJ: Pearson, 2014. 695-96. Print.
At first, the narrator conforms to the uneventful and dull capitalist society. He fines success in his work at an automobile manufacture, has obtained a large portion of his Ikea catalog, and has an expansive wardrobe. He is defined by his possessions and has no identity outside his furniture, which he remarks, “I wasn’t the only slave of my nesting instincts” (Palahniuk, 43) and “I am stupid, and all I do is want and need things.” (Palahniuk, 146) For the narrator, there is no fine line between the consumer [narrator] and the product. His life at the moment is a cycle of earning a wage, purchasing products, and representing himself through his purchases. “When objects and persons exist as equivalent to the same system, one loses the idea of other, and with it, any conception of self or privacy.” (Article, 2) The narrator loses sight of his own identity; he has all these material goods, but lacks the qu...
Jameson, Fredric. "Postmodernism and Consumer Society". The Norton Anthology of Theory & Criticis. 2001. Reprint. New York: Norton & Company, 2010. 1846-1860. Print.
There are a few number of people that believes counter culture does not exists anymore. They claim that it is now merely a commodity that can be bought and sold like any other product. Some others disagree. Personally, I agree with the former group. This piece of writing will analyse this statement of whether counter culture is only a commodity or not. First I’m going to explain how counter culture starts and what is consumerism. Then I’m going to analyse how it is commodified and the connection between consumerism. Then I will discuss how the consumerism affect counter cultural group’s lifestyle in the past. Then I’m going to give a few examples of different counter cultural people and groups from different countries and I will state my counter-argument. Finally I will conclude my argument and state my opinion on this.
...“Some Common Themes and Ideas within the Field of Postmodern Thought: A handout for HIS 389,” last modified May 13,2013,
Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...
Jameson's analysis of postmodernism (you will find a synopsis below) synthesizes two articles: his original "Postmodernism and Consumer Society" (1983) and "Postmodernism: The Cultural Logic of late Capitalism" (1984), the same title as his monumental book on the topic. In these works, Jameson expands his analysis to include popular culture, architecture, theory, and other texts, and thus can be seen as part of a movement toward cultural studies as a replacement for canonical literary studies. In the version included here, Jameson links current intellectual, social, and spatial disorientation to the technological reinvigoration of capitalism and globalization. He considers present arrangements with critical rationality and calls for a demystifying political aesthetic of "cognitive mapping" (Gray and McGuigan, 1997, pp. 176-77).
The term postmodernism is applied to several disciplines which include architecture, art, literature, music, film, sociology, cultural and media studies, visual arts, philosophy, history. Communications and technology. The beginning of postmodernism is quite unclear, however, it emerged as an area of academic study in mid- 1980s. "Postmodernism" is an outcome of the deep changes in social and political life style in post-industrialized societies with an attitude to question the truth and authority put forth by such conditions. Critics have constantly been debating about the treatment of the prefix “post” in "postmodernism". According to some critics, the "post" designates a process of historical succession. For them, "Postmodernism" is something that either follows or replaces what is known as "modernism". A consensus is yet to be reached about whether postmodernism is a break from modernism, a continuation of modernism or even both. Noorbakhsh Hooti offers three uses of the term “postmodernism”. “First, postmodernism represents a number of developments in the arts and culture in the latter half of the twentieth century. The reference point and point of departure for this type of postmodernism are the different forms of modernism that developed in the arts and culture in Europe in the first half of the century. Second, it designates the rise of new frameworks of social and economic organization, again approximately since the end of the 1939-45 war. As such, its reference point and point of departure is the tendency of modernization which specified the early years of the century, with the development of industry, the growth of the mass market, and the speed in automation, travel and mass communication. Third, it indicate...