Review # 2

How does consumerism affect our shopping and spending habits?

How is consumption organized in our society? Why do we buy things? Where do we buy things? What do we buy?

We may think that consumption is an individual choice, where we make the decision to buy what we need and/or want. This is known as consumer sovereignty, this way of thinking may also make us feel as if by consuming we are considered good citizens. 

Dennis Soron argues that, ““consumer behavior is socially embedded, institutionally organized, and enmeshed in complicated ways with prevailing structures and relations of power” (p.204). So do we really have control over our own consumption?

We need to look back at the way in which consumption is organized.  Where do we buy things and how do we buy things? We can buy things practically anywhere. We have the ability to purchase goods in malls, outlet stores or shops. We can even buy things without even leaving home, through online shopping. Everything is easily accessible so if we want something we can get it. How we buy things is also an important aspect to look at. We can buy things with cash, debit cards, gift cards and of course, credit cards. The availability and easy access to the credit card allows us to make purchases without even having the money to pay for the product. We live in a society now where if we want something, we can get it regardless of our ability to afford it.

Why do we buy things and what do we buy? We often buy things because we see them on TV, in commercials, on billboards, in malls and practically everywhere. These messages are telling us to buy stuff because we “need” new, cool, sexy items to be satisfied. Buying will make us feel or look better. If we don’t dress a certain way, or have certain things, the media suggests that we are not good enough, that we are missing out or we will not be appealing to a certain demographic. Basically, “buy this or you will not measure up!”. We also buy things such as houses, cars, clothes, makeup or phones because they can ascribe us a certain status. Those who have bigger, better more expensive things are perceived higher on the scale. They are richer, classier, cooler, and prettier. The problem is that there will always be people with more money and more things, so when and how does this process end?

In conclusion, Chuck Blore, a partner in the advertising firm Chuck Blore & Don Ruchman, Inc. tells us that  “Advertising is the art of arresting the human intelligence just long enough to get money from it”.  Advertising has become so sophisticated that it has created a scary form of consumerism.  What was once a luxury is now a necessity. No one can ever look as good as the air brushed super model in a magazine or on TV.  We shouldn’t feel forced to buy and consume in order to fit into social norms or to be ascribed a certain status or class. 

Zach


Reference:

Bagdikian, B. (2000) “Media and Advertising”. The Media Monopoly, Sixth Edition. P.185