Consumer capitalism

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Consumer capitalism is a theoretical economic and social political condition in which consumer demand is manipulated in a deliberate and coordinated way on a very large scale through mass-marketing techniques, to the advantage of sellers.

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This theory is controversial. It suggests manipulation of consumer demand so potent that it has a coercive effect, amounts to a departure from free-market capitalism, and has an adverse effect on society in general. According to one source, the power of such 'manipulation' is not straightforward. It depends upon a new kind of individualism - projective individualism, where persons use consumer capitalism to project the kind of person who they want to be. [1]

Some use the phrase as shorthand for the broader idea that the interests of other non-business entities (governments, religions, the military, educational institutions) are intertwined with corporate business interests, and that those entities also participate in the management of social expectations through mass media.

Origins

The origins of consumer capitalism [2] are found in the development of American department stores from the mid 19th Century, notably the advertising and marketing innovations at Wanamaker's in Philadelphia. [3] Author William Leach describes a deliberate, coordinated effort among American 'captains of industry' to detach consumer demand from 'needs' (which can be satisfied) to 'wants' (which may remain unsatisfied). This cultural shift represented by the department store is also explored in Émile Zola's 1883 novel Au Bonheur des Dames , which describes the workings and the appeal of a fictionalized version of Le Bon Marché.

In 1919 Edward Bernays began his career as the 'father of public relations' and successfully applied the developing principles of psychology, sociology and motivational research to manipulate public opinion in favor of products like cigarettes, soap, and Calvin Coolidge. New techniques of mechanical reproduction developed in these decades improved the channels of mass-market communication and its manipulative power. This development was described as early as the 1920s by Walter Benjamin and related members of the Frankfurt School, who foresaw the commercial, societal and political implications.

In business history, the mid-1920s saw Alfred P. Sloan stimulating increased demand for General Motors products by instituting the annual model year change and planned obsolescence, a move that changed the dynamics of the largest industrial enterprise in the world, away from technological innovation and towards satisfying market expectations.

Criticism

A criticism of consumer capitalism has been made by the French philosopher Bernard Stiegler. He argues that capitalism today is governed not by production but by consumption, and that the techniques used to create consumer behavior amount to the destruction of psychic and collective individuation. The diversion of libidinal energy toward the consumption of consumer products, Stiegler argues, results in an addictive cycle, leading to hyperconsumption, the exhaustion of desire, and the reign of symbolic misery. [4]

Consumer capitalism today

In light of the economic hardships the United States is today experiencing as a result of radical wealth inequalities, and perhaps a strong dependence on oil, consumer capitalist tactics have turned to credit as a means to maintaining a high level of expenditures in the form of consumer demand. Some of these tactics, to cite one extremely peripheral example, include government incentives to buy eco-friendly 'green' products, such as tax deductions for energy conserving home improvements or the purchasing of hybrid cars. These tactics, however, are not without critics. James Gustave Speth, former dean of the Yale School of Forestry and Environmental Studies, and author of The Bridge at the Edge of the World: Capitalism, the Environment, and Crossing from Crisis to Sustainability, does not believe the United States government should implement such tactics. Instead Gustave believes in more direct approaches to repair or avoid environmental damage. Rather than focusing on re-boosting the distressed economy, treat the problem. [5]

See also

Related Research Articles

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This aims to be a complete article list of economics topics:

Consumerism Social and economic order that encourages the purchase of goods and services in ever-greater amounts

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Overconsumption describes a situation where the use of a natural resource has exceeded the sustainable capacity of a system. A prolonged pattern of overconsumption leads to the eventual loss of resource bases. The term overconsumption is quite controversial in use, and does not necessarily have a single unifying definition. Overconsumption is driven by a number of factors of the current global economy, including forces like consumerism, planned obsolescence and other unsustainable business models and can be contrasted with sustainable consumption.

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Commodity fetishism Concept in Marxist analysis

In Karl Marx's critique of political economy, commodity fetishism is the perception of certain relationships not as relationships among people, but as social relationships among things. As a form of reification, commodity fetishism perceives economic value as something that arises from and resides within the commodity goods themselves, and not from the series of interpersonal relations that produce the commodity and evolve its value.

Ethical consumerism is a type of consumer activism based on the concept of dollar voting. It is practiced through the buying of ethically-made products that support small scale manufacturers and local artisans, protect animals and the environment, and boycott products that exploit children as workers, are tested on animals, or damage the environment.

The term culture industry was coined by the critical theorists Theodor Adorno (1903–1969) and Max Horkheimer (1895–1973), and was presented as critical vocabulary in the chapter "The Culture Industry: Enlightenment as Mass Deception", of the book Dialectic of Enlightenment (1947), wherein they proposed that popular culture is akin to a factory producing standardized cultural goods—films, radio programmes, magazines, etc.—that are used to manipulate mass society into passivity. Consumption of the easy pleasures of popular culture, made available by the mass communications media, renders people docile and content, no matter how difficult their economic circumstances. The inherent danger of the culture industry is the cultivation of false psychological needs that can only be met and satisfied by the products of capitalism; thus Adorno and Horkheimer especially perceived mass-produced culture as dangerous to the more technically and intellectually difficult high arts. In contrast, true psychological needs are freedom, creativity, and genuine happiness, which refer to an earlier demarcation of human needs, established by Herbert Marcuse.

In economics and industrial design, planned obsolescence is a policy of planning or designing a product with an artificially limited useful life or a purposely frail design, so that it becomes obsolete after a certain pre-determined period of time upon which it decrementally functions or suddenly ceases to function, or might be perceived as unfashionable. The rationale behind this strategy is to generate long-term sales volume by reducing the time between repeat purchases. It is the deliberate shortening of a lifespan of a product to force people to purchase functional replacements.

Consumer spending

Consumer spending, consumption, or consumption expenditure is the acquisition of goods and services by individuals or families. It is the largest part of aggregate demand at the macroeconomic level. There are two components of consumer spending: induced consumption and autonomous consumption.

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James Gustave Speth

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Ecolabel Labeling systems for food and consumer products

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Anti-consumerism is a sociopolitical ideology that is opposed to consumerism, the continual buying and consuming of material possessions. Anti-consumerism is concerned with the private actions of business corporations in pursuit of financial and economic goals at the expense of the public welfare, especially in matters of environmental protection, social stratification, and ethics in the governing of a society. In politics, anti-consumerism overlaps with environmental activism, anti-globalization, and animal-rights activism; moreover, a conceptual variation of anti-consumerism is post-consumerism, living in a material way that transcends consumerism.

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Sustainable consumption is the use of material products, energy and immaterial services in such a way that their use minimizes impacts on the environment, so that human needs can be met not only in the present but also for future generations. Consumption refers not only to individuals and households, but also to governments, business, and other institutions. Sustainable consumption is closely related to sustainable production and sustainable lifestyles. "A sustainable lifestyle minimizes ecological impacts while enabling a flourishing life for individuals, households, communities, and beyond. It is the product of individual and collective decisions about aspirations and about satisfying needs and adopting practices, which are in turn conditioned, facilitated, and constrained by societal norms, political institutions, public policies, infrastructures, markets, and culture."

In cultural studies, media culture refers to the current Western capitalist society that emerged and developed from the 20th century, under the influence of mass media. The term alludes to the overall impact and intellectual guidance exerted by the media, not only on public opinion but also on tastes and values.

Friends of the Earth – France Non-profit environmental organization based in France

Friends of the Earth – France is an association for the protection of people and the environment. It is one of 76 national groups around the world which make up the Friends of the Earth network of environmental organizations. The group is listed as an association under the French law of 1901 and authorised to act for the protection of the environment in France by order of the Environment Minister. Friends of the Earth – France is independent of any economic, political and religious influences.

References

  1. James, Paul; Scerri, Andy (2012). "Globalizing Consumption and the Deferral of a Politics of Consequence". Globalizations. 9 (2): 225–240. doi:10.1080/14747731.2012.658249. S2CID   67761604.CS1 maint: discouraged parameter (link)
  2. Silla, Cesare (2018). The Rise of Consumer Capitalism in America, 1880-1930. London-New York: Routledge. ISBN   9781315399645.
  3. Leach, William (1993). Land of Desire. New York: Pantheon Books. ISBN   9780307761149.
  4. Stiegler discusses consumer capitalism in his article The Disaffected Individual. His response to the situation can be discerned by reading the manifesto of his political group, Ars Industrialis.
  5. Speth, James G. The Bridge at the Edge of the World: Capitalism, the Environment, and Crossing from Crisis to Sustainability. Yale School of Forestry & Environmental Studies - Masters of Environmental Management. Web. 27 Feb. 2011. < http://environment.yale.edu/news/5647/ >.