Rise of Consumerism in a "Modern" World [Part 1: Role of the Industrial Revolution]
Consumerism is a social condition that occurs when consumption is “especially important if not actually central” to most people’s lives, and even “the very purpose of existence.” When this occurs, we are bound together in society by how we channel our wants, needs, desires, longings, and pursuit of emotional fulfilment into consumption. American sociologist Robert G. Dunn opines that this ideology turns consumption from a means to an end in itself in such a manner that the acquisition of goods becomes the basis of our identity and sense of self. In extreme cases, consumerism reduces consumption to a therapeutic programmer of compensation for life’s ills, even a road to personal salvation.
The growing "hyper consumption" is what is called Consumerism today. There was a time, not in the distant past, when for most people consumption norms were defined largely by people very much like themselves in their immediate social environment. Today, consumption norms are heavily shaped by images that people see in the mass media, especially on TV, rather than simply by the actual standards of living of people like themselves. People no longer wish to purchase in a similar manner as those from their own economic class, but aspire upwards—their reference groups for consumption are higher economic classes and also those shown in advertisements and in family entertainment sitcoms, for instance.
Our consumption habits define how we understand ourselves, how we affiliate with others, and overall, the extent to which we fit in with, and are valued by, society at large. Since our social and economic worth and status is largely determined by what and how much we consume, consumerism, as an ideology, has become the lens through which we see and understand the various aspects of the world, and the basis of what we perceive to be as approval and acceptance of society.
History of Purchasing Behaviour
A major factor of the increase in consumerism culture is modernisation. Looking back into history, one will find very different consumption patterns from those which exist today. Few centuries ago, almost no one in any country spent a significant amount of time or resources on shopping for goods produced far from home. Before the Industrial Revolution in the 18th century, the vast majority of each country’s population lived in rural areas and their occupations were linked with agriculture. Their clothing and household possessions were extremely limited in comparison to today. The few possessions they had were typically made by household members themselves or by artisans from the same locality. Fashions, technological change and social pressures did not motivate people to constantly purchase newer goods. Rather, their individual material goods were used for decades, and repaired, if the need arose. However, even then, a small elite class had enjoyed higher consumption standards and habitually bought luxury goods and services. The consumption of the elite generated employment for the artisans and merchants, but still this was not large enough to transform the predominantly agrarian economy. The composition of production and consumption were clearly transformed post the Industrial Revolution. Large-scale industrialisation began in the British textile industry and the production of cotton increased exponentially. Soon, roughly two-thirds of the increased output was exported to other countries, especially India which was a British colony at the time, and the newly independent states of Latin America. Soon, other countries followed Britain’s example of industrialisation. Mass production required mass consumption and, thus, over the course of the 19th century, both the growing middle class and the working class became consuming classes as well. Modernisation has thus led to development in science and technology, resulting in diversification of the economy that attempts to cater to the needs of all individuals and groups.
Suppressors of Consumerism
Before the Industrial Revolution i.e. before the 18th century, several factors held consumerism at bay, primarily the dominant value system of organised religion. Major religions like Christianity and Buddhism urged its followers to focus on spiritual goals rather than the acquisition of material goods which supposedly interfered with the goal of attaining salvation.
Post Second World War
It was not, however, until after the Second World War that consumerism began to find a firm foothold in our culture. The years leading up to the Second World War were characterised by economic crises all over the world. The Great Depression in the 1930’s put the development of consumerism on hold for a short period of time. During and after the Second World War, workers moved to urban areas to pursue work. They experienced a loss of family, community and traditions, resulting in an empty self. According to Cushman (1990), these workers responded to their troubles by ‘seeking experience of being continually filled up by consuming goods, calories, experiences, politicians, romantic partners, and empathic therapists in an attempt to combat the growing alienation and fragmentation of its era’.
When critically examined, one can conclude that the inevitable rise in demand for newer goods and services arising from the needs of the people encouraged technological innovations and new techniques of production. Thus, industrialisation not only grows out of consumerism, but also results in consumerism. Simply put, consumerism is a cause and effect of industrialisation and modernisation. It has stimulated market expansion, large-scale education of the people, more ambition, more awareness and more competition. Since the public was now exposed to a wide range of goods, they had to choose. This gave rise to mass press advertising and other forms of propaganda. Credit facilities, installation payments and other options made consuming easier. Consumerist values, in the process, became a part of socialisation, and the worth of the individual and their social value became increasingly defined in terms of their purchasing power and material possessions.
[This post is a part of a series of posts on the same topic. Here's Part 2: https://steemit.com/psychology/@sequeira/rise-of-consumerism-in-a-modern-world-part-2-desire-for-prestige
And Part 3: https://steemit.com/psychology/@sequeira/rise-of-consumerism-in-a-modern-world-part-3-personal-insecurities]