How did consuming become a way of life?

[kayell]

http://www.eeexchange.org/sustainability/content/b1.html

snip

A minor depression developed during 1921-22; during and after the depression, the press of the day, the U.S. Chamber of Commerce, and the National Association of Manufacturers, among others, expressed great concern over a so-called "buyers' strike." Newspapers, popular magazines, and business management journals of the period show that business leaders and economists were greatly concerned over workers' lack of interest in consuming more material goods. Newspapers spoke of "need saturation." The National Association of Manufacturers decried the fact that Americans were producing more than they were consuming, and that consumers were buying "only the necessities of life" rather than "comforts and other purchases" (ibid.).

Voices of alarm sounded in every direction: Industrialists were concerned about decreased profits, government leaders were concerned about slumping economic growth, and moralists were concerned too, about what they viewed as a fading work ethic. Business leaders and bankers in New York organized a "Prosperity Bureau" which ran an ad campaign based on the slogans "Buy Now," "Put the Money Back to Work," and "Your Purchases Keep America Employed." All over the country, local chambers of commerce joined this movement (ibid.).

Meanwhile, laborers pursued their dream of a five-day work week. Other, contrary voices argued that allowing workers so much leisure time would breed degeneration, vice, corruption, "mischief," and radicalism. Some business leaders, however, including Henry Ford, were optimistic that allowing workers another day off could be a boon in terms of stimulating consumption of goods for use during leisure (Hunnicutt 1988). "Businessmen became increasingly convinced that Americans could be persuaded to buy things produced by industry that they had never needed before" (ibid., p.42). There was some debate among economists, but most were in agreement that if all classes of citizens could be motivated to aspire to a higher standard of living, and if that standard were progressive (always increasing), domestic markets and the national economy would thrive. As a people we have become steadily less concerned about the primary needs – food, clothing and shelter… the slogan "full dinner pail," is obsolete… and we now demand a broad list of goods and services which come under the category of "optional purchases." …the manner of this spending may be determined by the tastes of the consumer or the nature of the appeals made to him by the industries competing for his patronage…. The conclusion is that economically we have a boundless field before us; that there are new wants which will make way endlessly for newer wants, as fast as they are satisfied…. By advertising and other promotional devices, by scientific fact finding, by carefully predeveloped consumption, a measureable pull on production has been created which releases capital… and furthers the organic balance of economic forces…. it would seem that we can go on with increasing activity….
~ Committee on Recent Economic Changes(1929, p.xv, as cited by Hunnicutt 1988)

Government attitudes of the time were captured by President Herbert Hoover's Committee on Recent Economic Changes. At the end of the decade, the committee published a report documenting the widespread interest among business and industry leaders, bankers, and economists in stimulating the public to consume. This report agreed with the premise that increased leisure, the stimulation of new needs, and increased consumption of goods and services to support leisure activities could stimulate production and create broader markets for industry. In fact, the report observed that this trend had already been documented and lauded the idea of strengthening and expanding the trend (ibid.).

more

This is in an online text book
SUSTAINABILITY:
AN INTRODUCTION FOR
ENVIRONMENTAL STUDIES STUDENTS at http://www.eeexchange.org/sustainability/

[Lorien]

1. The second paragraph says it all

basically we've been manipulated to have a continual and increasing lust for ever more opulent "things". We never coveted this stuff before the 1920s, we were just happy to have a free weekend to spend with our friends and family. Our desires were much more basic (so we didn't feel so unfulfilled).

This pretty much goes along with what my grandparents used to say about the Great Depression. They were middle class and like everyone, they struggled to fulfill their basic needs. But oddly enough, my grandmother says that the Depression was one of the best times of their lives.Why? Since people weren't consumed with consumerism, they concentrated on the important stuff. They got together on the weekends for touch football and group dinners (pooling one's resources really helped). When one of their friends needed new shoes for a job, everyone in the neighborhood contributed a few pennies until there was enough to purchase the shoes. There was a greater feeling of community than anything this Nation has known since.Consumerism destroys that which is most important to all humans; the connection to one another.

[Zorra]

2. Television and marketing.

I was traveling for the last few days and stayed in a motel. I do not have a TV in my home, but was bored and watched some TV in my motel room.

I am a very strict anti-consumerism advocate, and I found myself desperately wanting to go shopping. I am not sure if this was due to the fact that I live in a rural area where certain products are not available to me and the motel was in an urban area, or if TV had an effect on my psyche, or if it was a combination of the two.

I think that visual prompting has a profound effect on people, and that TV can be used as a conscious, subconscious, and subliminal marketing tool to increase and perpetuate consumerism.

[Dora]

4. It was definitely the TV. I have similar experiences.

I think you're soft-pedaling it when you say that tv "can be used" as a marketing tool. Heck, I believe that the only reason we have television programming is so that we have something to watch between commercials. If the industry could get away with it, they would commit their programming to advertising 24/7. Hell, the home-shopping channels have already done this.

My husband and I have been completely without television for 2-3 years. I was talking about this with my grandmother a couple months ago, and she was curious about why I like not having a television.

I explained to her that ever since we've stopped watching, my desire for purchasing and having "things" has nearly disappeared. My contentment level is so much higher now that I'm not constantly bombarded with false messages reminding me of what I don't have but might want. I told Grandma that I was much happier now because I could see that I have absolutely everything I need, and there's nothing I want that a television could sell me. I also told her I feel smarter and more capable because it forces me to read and do things that I otherwise would not do. She seemed a little puzzled by my answer, but she was happy to hear that I'm not wanting for anything. I don't think she quit watching tv, though.

It does get lonely. It's scary how much our friends rely on television to provide conversational topics. Even today we're always being asked "Did you see the commercial for...?" It seems like their brain shuts down once they remember that we don't watch - because there is nothing else they want to talk about, even though we used to have wide and varied discussions before we went tv-less.

[Lorien]

6. Wow, I can really relate to everything you've written here

I spent most of my childhood without a TV, and no one in my extended family watched much, either. My best friend also watched very little television (her parents still only own a 14" B&W), so it just wasn't that big a part of my upbringing.

But when I got to college, there were televisions everywhere. By the time I had landed a good job and moved up the corporate ladder, I not only had a TV ( I had to have one-I worked in the film industry and had to bring home videos for research)but I had cable too. I wasted many hours and thousands of dollars shopping for stuff I didn't need. After a few years of this nonsense I realized that I no longer owned the stuff, it owned me! I canceled the cable and now mostly use my TV to watch videos and DVDs.

It DOES get lonely! Our friends not only rely on the TV for conversational topics, but for companionship as well. Our culture is obsessed with celebrity because most people "know" people on television more intimately than those in their own lives! I've known various celebrities personally over the years, and when I hear of some scandal they're involved in, it just pisses me off. They're just people who should be left alone to lead their own lives, like any of us.It's none of my business unless we're really close, and I'm not that close to any of them. It's strange to me to hear some people mention a tragedy that befell someone in office, or even their family, with less interest than they've given the Scott Peterson trial (I still don't know what that one is about). TV leaves us all broke, empty and disconnected in the end-but that's why it's so hard for many to give it up; without it, they're alone.

[Dora]

7. Thanks for posting, and nice to meet you!

I get discouraged sometimes with the tv-watching world, and your post made me feel a bit less of a door-knocking evangelical about it.

[kayell]

8. "the only reason we have television programming"

I agree that that's how it started. It's gotten a lot worse though as the tv moguls have realized that they don't need to "waste" a single minute. How many of the programs are actually just huge advertisements themselves, maybe not for a particular product (although there is lots of positioning of those too) but for a whole way of life that they want us to pursue. Everyone is always glamorously attired, and lives in ways few of us can or should aspire to. Even poor people on tv live with more stuff surrounding them, then is reasonable in any sane world, much less in a world of limited resources.

Real problems, real quandries that most of us face in daily life simply don't occur on tv, or they are solved by some quick dramatic device. Anything that would possibly interfere with the main goal of promoting consumption simply won't make it to the screen.

A terrific book on what is left out is The Age of Missing Information by Bill McKibben. Should be required reading for anyone who owns a tv.

[belle]

11. Hm. i don't watch much TV at all these days, thinking of dumping it, BUT

i actually do a lot of my shopping--and coveting--via the 'Net.

Also, I live in NYC, so i pass temptations every day, right in the store windows.

otoh, at least some of the things i buy are stuff like used books (or new ones, my weakness, but at least often about progressive things and/or from small publishing houses...), handcrafted items, local specialties. And classes, and workshops. still it adds up, doesn't it.

I really dislike ascetism--I like sensual things and comfort and good books and music, and am not prepared to give them up unless forced to. OTOH, it would be well worth putting more energy into finding ways to obtain such things without spending lots and lots of money and/or supporting big chains. especially since money's running shirt these days...

[kayell]

5. Visual prompting

is a big issue and goes far beyond tv, as damaging and insidious as that is. It is basically impossible for anyone other than a hermit to go through a day without being bombarded by "buy messages". From billboards, to radio ads, to messages on t-shirt, store signboards, signs on the outsides and insides of public transportation, trailers and ads in movies to the constant product placement in movies themselves. And anyone who enters a store or mall of any kind is virtually doomed to buy more than they intended. Everything there is designed as "shopping environment" that creates desires so intense as to seem neccessities of life.

I also consider myself very aware of the hidden messages, yet if I enter one of these consumer palaces, I find myself assailed by these "needs" that do not come from within, yet feel that way. We need to find ways to immunize ourselves and more importantly our children from the constant drive to consume. My own strategies are to stay out of stores of any large type, never buy without a cooling down period (some have suggested 24 hours, I aim for at least a week), to make myself justify why I NEED any purchase, rather than doing with what I have, and to own no credit cards. I very strictly limit my tv, although it may go too.

[Lorien]

10. The level of visual prompting in America seems to

exceed that in other countries. Every time I go to Paris, I certainly can't help but notice the billboards and posters in the Metro stations (especially since they are often more "artsy" and risque than American advertising). After spending a week or so there, I somehow feel more clearheaded and focused than I do at home; and Paris isn't exactly an empty beach! There's a lot to draw your attention there. When I come home to America I feel assaulted by advertising, neon signs, constant distractions and visual "noise". The drive home is always somewhat unnerving (the road from the airport is lined with strip malls and chain restaurants). Maybe part of the "dumbing down" of America stems from the fact that we are all overwhelmed with useless information; jingles for truck commercials, images on billboards, screaming radio ads... there's no room for anything else!

[belle]

12. Oh, there were plenty of ads in Paris.

But I agree that it does seem "noisier" here.

[Lorien]

13. I noted that there were, but is it the type of ad? The ad

density? The quality of the advertising? Are there legal limits over there? Why does one feel so assaulted by consumerism here, and less so abroad (sans places like Nice and Monaco, that cater almost exclusively to wealthy idle vacationers). Maybe it's the balance of art, history, and other "distractions"from the consumer message?

[cally]

3. Great information

I've taken many environmental economics courses. One of the problems with our economic system is that we tend to value only things that cost money. We measure standard of living by how much money is spent instead of quality of life. We will transform the capitalist society if we go back to less spending and instead valuing the truly important things like family and friends, long walks, and community.

[nadinbrzezinski]

9. reemmebver folks we are about to engage in a

buyer strike... so expect many a mesage to come down

Oh and bush engaged in it after 9.11 GO SHOP... SPEND the economy needs it.

[Cats Against Frist]

14. Have you ever read "The Arcades Project" by Walter Benjamin

German crackpot/philosopher -- I love him -- the book "The Arcades Project" is a book about -- well, a lot of stuff -- but mostly about the french arcades -- the forerunners to "les grand magasins," or the modern-day department stores/malls.

Basically it says that people started consuming, because with the onset of the Industrial revolution, people got bored, and products were easier to make -- but of course, the book is embellished, quite a bit more, with forays into Baudelaire, the eternal return, and architecture -- it's a phantasmagoria of a book. The man was WAY ahead of his time -- I think it was written around the turn of the 20th century, and it is very applicable to the consumption situation that we have today.

It certainly made the time that I had to go to the Lenscrafters interesting. As I walked through the mall, it was like -- who the fuck are these people? Then I remembered: they're bored. It's the ennui, stupid.

[Mend]

15. The powers that be

have managed to connect ownership of "things" with one's self-esteem. Remember the slogan, "the guy who dies with the most toys, wins"? During hard times, the people who were strong survivors, who could do without and come up with their own alternatives, felt the best about themselves and were the most highly regarded. Now, if you don't have a lot of crap, starting in childhood with labeled clothes, you are a loser. The 60's was the last great time when we were like the people during the depression and WWII. It is going to be the end of us, if we can't find it again. Have you seen the news photos of the black Friday shoppers.....very large women crashing into stores....I wonder if a new sweater is going to help them feel better about themselves for more than ten minutes. That's the lie they are told.