Analysis of Consumption and Production in Their Interaction - Essay Example

Consumer Cultures Despite the conventional talk regarding the exclusion of consumption from the general analysis of the consumption-production matrix, it is much more important to realize that consumption is a very diverse field that requires much analysis. Indeed, the aspects of consumption inculcate a vast array of economic, social and cultural dimensions in which case it is more appropriate and worthwhile to focus on the topic as a single affair (Lockie & Kitto). In this case, the consumption-production relationship becomes out of the question as the separate models gain different analyses. Such analysis contravenes the dichotomous consideration that is normally a factor of concern in the analysis of consumption and production. However, the conventional practice requires that in studying consumption, the aspect of production should be a very important parameter in consideration. This arises out of the fact that consumption and production are much-related issues that should go hand in hand. The study of production normally revolves around the basic macroeconomic issues that define the production process while consumption is viewed as a factor mostly determined by cultural orientations (Aldridge 45). In that regard, it creates the need to find the important link that exists between these two aspects of human life and demonstrate their relationship and influence on one another. It is much important to realize how humanity has transformed the process of looking for food to feed the ever-increasing need for consumption. In this regard, things that were previously considered non-food have gradually been adopted as food or transformed into food for human consumption. The development of organic foods is one such example that elucidates the human need to increase the amount of food in the world. Much of this advance is also realized in the manner radical shifts have been realized in the types of foods consumed across the world. The development of agri-food studies has created solutions towards much of this challenge. A kind of structural ambivalence seems to emerge in the daily concept of food used in the present world. Indeed, in this regard, people are most encouraged to perceive foods as mere cultural artifacts and should, therefore, review their food purchases in a way that seeks to demystify the hidden stories behind the origins of most foods and commodities often sold (Cook et al 162-7). Humanity is confronted with a series of this ambivalence that arises daily in the process of food consumption. The greatest challenge arises out of the need to know the origin of whatever is being consumed and the belief that consumption is detached from production. This creates a sense of conflict that cannot easily be addressed in common day practice. Advances in agriculture have been realized in several areas across the world. In whichever case, the fundamental concept that arises is always the fact that addressing the food challenge in the world requires joint efforts from all the parties involved. It should be a consultative affair that involves all the relevant stakeholders in the country. Sure enough, the shift towards a joint concern has begun to gain speed across the world. This is evidenced in the manner various efforts have been unveiled in the face of such growing concerns. Advances in the social organizations have revolutionized the cultural modes of production and consumption across all sectors. In the face of increasing competition and emerging concerns across the world, one of the most fundamental concerns regards consumption which continues to increase exponentially. Much of this increase is realized in the food industry where population increase coupled with the diminishing agricultural land pile pressure on the production process. In this respect, the production process has to be controlled and organized in a proper manner that meets the growing demand. The present food situation in the world serves to reveal the important connection between the production process and consumption. Indeed, the consumption behavior of an individual or society determines the particular product demand of that individual/society. In that manner, the supply process is thereby influenced to satisfy the demand. The supply process, on the other hand, links directly with production. The aspect of consumption is therefore indispensable from the analysis of production. Continued dissociation of the relationship between production and differentiation and the historical development of the concepts of social theory has created a disconnect between production and consumption. The emerging theories in agri-food studies have always regarded consumption as a mere demand that producers always strive to meet in the market. The studies have failed to give an elucidative picture of the intricate production process and its complex interweave with food provision. A solution to this challenge regards the analysis of commodity systems and analyses of the chains of processes that commodities undergo in the transition from the production point to the consumption point. Indeed, the simplest yet impractical solution has been the addition of the consumption aspect at the end of the chain that the commodities follow. In this case, several critical aspects of the consumption niche are normally ignored. In the real practical environment comprising of myriad commodities in the market, neglect of such fundamental aspects leads to total oblivion of the true workings of the economic systems. So often, the disconnect emerges in the face of increasing industrialization that creates a large distance between consumers and producers. Industrialization ensures that mass production of goods which are consumed across several regions in the world (Oosterveer 89). In that regard, the producers are normally at least concerned with the eventual destination of the commodities as long as such commodities leave their premises. In the same way, consumers are bombarded with many commodities at their disposal. In most cases, such consumers are never concerned with the source of these commodities as long as they are sanctioned for the market. The only connection that emerges between these two aspects in this regard, relates to the concept of supply and demand. Advances in agri-business management have greatly improved the production of food products across the world (Harrington & Bielby). Such foods are transported to different regions in the world where consumption occurs. It is important to note that these advances have been mostly triggered by the growing global population and diminishing resources which create the need for improved production processes. It must be realized that consumption never occurs as a natural event like it appears to be. In most cases, it is improved by market research which creates awareness and the existing products in the market. Consumers are thereby given the information by the producers regarding the products in the market. Lockie and Kitto are very particular as they present a very methodological and practical proposition that calls for the application of the actor-network theory (53). This is done to increase the focus on the global state of food and the complex interrelationship between production and consumption as an indispensable network. More importantly, the role of technology in unearthing this complex mix is greatly realized in this respect. The material nature of consumption of foods cannot adequately illustrate the empirical and deterministic nature of the whole process. The actor-network theory presents a clear analysis of the concept of consumer and consumer demand in a way that is theoretically and practically feasible. An increase in consumer demand is viewed as the fundamental reason behind the increased growth rate in the organic sector. This puts much strain on the producers and suppliers to meet such demands. The normal notion of consumer sovereignty is indeed a much fundamental aspect of the emerging relationship. The concept of the invisible hand as illustrated by Adam Smith in his theory seems to negate this. In this regard, the factoring of consumption of food into the whole approach requires the re-conceptualization of related issues like agri-food studies. It does not require a mere refocusing of attention. In addressing consumption in the modern approach, a thorough dissection of the relevant aspects becomes imperative. Such factors like labor, marketing, and distribution networks are therefore much relevant in this respect. Similarly, the cultural perception that hitherto existed provides much information in the overall analysis. The end-value and composition of a commodity is normally a function of several processes in the process of production through to consumption. Various issues come to play in the overall consumption process. For instance, in the research on agri-food production, the increase in the supply of food does not necessarily translate into increased consumption of the food. Humanity has the propensity to question and ascertain authenticity and safety. Measures are always in place to ensure that whatever is left for consumption is certified and safe for consumption. Other aspects like nutrition science are also known to significantly influence the production process although they directly link with consumption and demand. The relationship between production and consumption is further strengthened by the concept of ‘consumer dictatorship’ which influences the whole production process in a manner that suites the market (Mooij 56). The theorization of the relationship without a substantive analysis of the practical case contributes to the disconnect between otherwise related aspects. For a long time, the conventional mindset that has always defined and perverted the purchasing process is price. The same realization is seen in the economic analysis of the human behavior of individuals and economic units (Eilon 112). It is normally known that consumption is mostly a function of the price which determines the purchasing power of individual economic units. However, in social respects, people are becoming more concerned with other concerns that transcend mere price. Most important are the aspects of ethics and health concerns. In seeking to determine the aspects of ethics and health, consumers have to rely on far-fetched information which is obtained from across the consumption-production network (Assadourian & Mastny 78). It is therefore realized that the whole network is an intricate chain that cannot easily be disintegrated. Delinking the individual segments of production and consumption cannot therefore address the whole issue. In agricultural production, the growth of agribusiness has transformed the interrelationship between the producers and the consumers. Now is the time when consumers can empathize with farmers on their input in the production process. It is interesting to realize that agribusiness products, just like humans, generally have a “social life” exemplified in the manner of movement of such products from the farm to the consumption point (Forson 21). This chain of relation links the farmers and the consumers who are also much interested in getting information about agricultural commodities. The new forms of production and new practices in farming have a lasting impact on the overall consumption of the products presented to the consumers. In conclusion, it is realized that the hitherto separate aspects of production and consumption are increasingly becoming interwoven together as a consequence of the emerging trends in both production and consumption. It becomes very difficult to separate these two aspects based on their seeming difference in connotation. Advances in agribusiness are seen to have transformed the production-consumption relationship concerning the food industry. Works Cited Aldridge, Alan. Consumption. Cambridge, UK: Polity Press, 2003. Print. Assadourian, Erik, Linda Starke, and Lisa Mastny. State of the world, 2010: transforming cultures : from consumerism to sustainability : a Worldwatch Institute report on progress toward a sustainable society. New York, NY: W.W. Norton, 2010. Print. Cook, I., Crang, P., & Thorpe, M. (1998). Biographies and geographies: consumer understandings of the origins of foods. British Food Journal, Vol. 100(3), 162 – 167. Eilon, Samuel. Elements of production planning and control. New York: Macmillan, 1989. Print. Forson, Psyche A.. Taking food public: redefining foodways in a changing world. New York: Routledge, 2011. Print. Harrington, C. Lee, and Denise D. Bielby. Popular culture: production and consumption. Malden, Mass.: Blackwell Publishers, 2001. Print. Lockie, Stewart, and Simon Kitto. Beyond the farm gate : Production-consumption networks and agri-food research: Sociologica Ruralis, 2000. Print. Mooij, Marieke K. de. Consumer behavior and culture: consequences for global marketing and advertising. Thousand Oaks, Calif.: Sage Publications, 2004. Print. Oosterveer, Peter. Global governance of food production and consumption: issues and challenges. Cheltenham, UK: Elgar, 2007. Print. Read More